Drink a little, risk a lot

Our target was 20-something men who reckon they’re ok to drive home after a pint or two.

From research, we knew they’d be likely to ignore safety messaging.

So, we decided to hit them where it hurts - with the reality that they could lose their licence.

We created this surreal, gig poster-style campaign to bring this point home.

Illustrated by Tim McDonagh.

Animation by Yatta Studio.