Driving on Colorado roads in winter can be a serious challenge. To educate Colorado motorists and raise awareness of winter driving safety in the state, CIG created “Winter Driving in the Wild,” a not-so-serious video series on behalf of the Colorado Department of Transportation. Modeled after the renowned David Attenborough natural history documentaries, each short episode features the dos and don’ts of Colorado winter driving, as observed by our expert narrator. The lighthearted tone appeals to a broad audience inclusive of new and experienced Colorado roadway users. Separated into five key campaign topics, the educational video series raises awareness of the laws, preparations and resources for safe and efficient winter driving. “Winter Driving in the Wild” serves as a humorous and educational reminder of how to stay safe throughout winter.

The series was a hit throughout the 2021–2022 winter season, and generated strong positive response by the public in social media engagement. As of Oct. 2022, it had garnered CDOT 3.25+ million ad impressions and nearly 470,000 earned social media impressions. Outside of social, the series earned 4.8+ million earned impressions, amounting to more than $200,000 in earned publicity value.