HiRoad, the behavior-based auto insurance company that rewards drivers for their good choices behind the wheel, needed a launch campaign that would demonstrate their mindfulness ethos through a cheerful and relatable experience. Being that driving is a casual part of daily life for most people, it was only fitting that their launch film featured everyday interactions amongst strangers, friends, and coworkers. But as a new company in the Insurtech industry, HiRoad had to differentiate itself from other behavior-based auto insurance companies with their concentration on individual responsibility and the joy of being part of a community.

To highlight the impact of our everyday decisions on others, we created the film “Shopping Cart,” which follows a series of people engaging in everyday activities as they choose to either live without consideration of others, or take the metaphorical high road by making mindful choices that better the world around them. While the premise is simple, the impact of watching these familiar interactions play out is a reminder for us all to make more mindful choices, on and off the road.

Director: Sam Holst
Agency: Fred and Farid
HiRoad Senior Art Director: Jille Natalino
HiRoad ACD, Copy: Chad Lott