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The challenge that Honda Alghanim presented in its brief regarding the new 2016 Honda Accord Coupe’s Lane Keeping Assist System (LKAS) was to not only create awareness of the feature but also of the consequence of not having it in a fun and memorable way.

We decided to metaphorically link the consequence of not having Lane Assist (i.e. straying from the road) to making a verbal slip that's almost guaranteed to yield a terrible outcome.

To execute this, we came up with several humorous scenarios of said slips with the copy being strikingly patterned by contrasting graphic elements that spell trouble if they came in contact with each such as Rabbit fur vs. Snake skin, Balloon vs. Cactus and Wax vs. Burning coal.