Finding a creative solution for something that has been advertised so thoroughly is always a challenge. Click-It or Ticket has been around so long it’s now overlooked as a idle threat. Fortunately we had the ability to remove a layer and get to a more unique USP… statistics show that people are less likely to buckle up when they run an errand that’s “just around the corner.” Based on this insight we produced a visually arresting metaphor using items that are frequently the cause for a trip to the store.