ROLLiN’ Car Insurance launched Safe ’n Save, an app designed to reward good driving habits. The challenge wasn’t the product, it was perception. Young drivers are routinely stereotyped as reckless, risky, and expensive to insure. That cultural baggage made “safe driving” feel uncool, even when it paid off. We needed to shift the narrative and make safe behaviour feel owned, not imposed.
We flipped the stereotype. Instead of lecturing young drivers, we celebrated them. The idea was simple: treat safe driving like a badge of honour. By leaning into bold, energetic visuals and confident characters, the work sets up familiar assumptions before slamming the brakes and revealing a different truth. Safe driving isn’t boring. It’s deliberate. It’s smart. And with Safe ’n Save, it’s something worth showing off.
