Department for Transport case study

The challenge:

During the festive period, an increasing number of young men take a gamble when they have a drink and then drive. Our brief was to get ‘Dave’ (just-over-the-limit-but-safe-man) to resist the temptation of that second pint when driving this Christmas by confronting him with the bleak reality of getting convicted.

The activation:

We devised a live outdoor event that targeted ‘Dave’ in situations where he may be considering that second pint. The highly impactful creative showed a man ‘trapped by a pint’. Through the upturned glass, members of the public could see an actor go through all of the emotions felt after being caught – anger, embarrassment and guilt – and consider for themselves the consequences of that second pint. The glass appeared near pubs, restaurants and major transport hubs all around the country.