It's not the destination, it's the journey
Mothercare's website had previously used the period around Road Safety Week to highlight the correct use of car seats to its customers. The challenge when conceptualising the latest iteration of this was to create a design that was visually different to the previous ones, while making sure it could incorporate the various car seat brands that Mothercare hoped would be interested in sponsoring the event.
Once the headline was agreed upon (It's not the destination, it's the journey), the idea of showing the road journey as a child's drawing was explored, complete with road signs that could be used to house the different car seat brands. The vehicles were portrayed as toys being pushed by children's hands across the road drawing. The client liked this concept, illustrations were commissioned, brands got on board as sponsors and the event went live.
