Accidents involving drivers on the phone have been on the rise, especially those who text and drive. Of all distracted driving activities, texting has the longest eyes-off-the-road time. This increases the chance of getting into a crash by 23 times*. Texting and driving has also been shown to be 6 times^ more dangerous than drink-driving. 

In the face of such frightening statistics, MINI Singapore wants to help spread the word against this bad habit. Rather than a straightforward ad or Facebook post, which is liable to be overlooked by jaded viewers, we created the MINI TEXTRACER game. 
Creative Director: Pann Lim
Creative Developer: Chan Wai Hsuen
Art Director: Gian Jonathan, Sean Tan
Copywriter: Eugene Tan