Problem: South Africa is faced with a major problem on our roads. On average 1 in every 6 drivers is usually operating a vehicle under the influence of alcohol.

 

Creative Challenge: Create awareness around South Africa's drinking and driving problem without going the conventional route we are so used to seeing.

 

Creative Solution: We created a metaphorical experience of getting behind the wheel after having one too many drinks. With the help of one of South Africa's most prominent actors, we achieved the objective and drove the message home in a very engaging and unique manner. This was done purely as a public service viral announcement with no brand attached to it.