05/11/2026
Behind the scenes with Chicago Bears Tight End Cole Kmet for our It's Not a Game Illinois campaign with Illinois Department of Transportation , bringing behavior change strategy to life through humor and peer-to-peer conversation.
We scripted and shot a series of videos with Cole across roadway safety initiatives like work zone, pedestrian, and distracted driving awareness, interacting with our animated campaign mascots in a fun, conversational way that makes roadway safety feel more approachable and encourages simple, peer-to-peer moments that shift everyday driving behaviors.
As a trusted voice for our audience, Cole brings a credible perspective that helps these messages land more naturally. Rather than simply partnering with talent, we’re intentional about how we approach collaboration—shaping how messages are delivered to feel authentic and be effective.
Stay tuned for the final content and check out some of our previous work with Cole on this campaign: https://youtu.be/BxWDs5OwjXg?si=-SjVFjFCae134Ksw