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Dark, cold, wet—it’s safe to say that Canadians generally don’t like being reminded of winter’s arrival. Unless, of course, that reminder is in regards to road safety. To get drivers to think about changing over to winter tires earlier, Toronto-based ad agency Grip Limited created a series of posters informing drivers that Acura can help them find the right tires to get maximum performance on dangerous wintry roads.

Since the posters have been put up in dealerships, dealers have been so busy with winter tire consultations that there’s a backlog of appointments—more staff needed to be deployed to meet the demand. In Montréal specifically, which held the lowest rate of winter tire use before it became law to have winter tires, serious driving accidents fell by 46 percent. Drivers, it seemed, took to Acura’s winter tire reminder like Canadians to the first day of spring.

griplimited.com

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