RECKLESSNESS TUTORIALS
Motorcycles make up only 18% of Costa Rica’s vehicles, yet motorcyclists account for 44% of road fatalities. The biggest problem? Reckless driving. And apparently, some riders had become very good at it.
So we decided to confront riders with their own recklessness, by making them the stars of our campaign.
The campaign line was: “Be smarter. Drive carefully.”
The idea plays on the Costa Rican expression “ser vivo.” Literally, it means “to be clever” or “street-smart,” but culturally it has a more specific meaning: being a bit of a hustler, always trying to outsmart others or get ahead because you think you’re more clever than everyone else.
The campaign turns that idea around. It says that real cleverness isn’t about outsmarting other people — it’s about driving carefully.
