Institute for Advanced Motorists; Mature Driver’s Assessment

Key thought:

‘It’s all about removing restrictions’

This piece needed to have stand-out and to immediately convey the proposition; in essence, ‘take a test to ensure you don’t stop driving too soon and limit your horizons’. The glimpse of a landscape in a rear-view mirror both encouraged the reader to open up, and subverted the idea that – as we age – the best things are all behind us. Once inside, the vista also opens up and the copy tracks into a clear call to action. Simple, smart, and effective.