Car accidents caused by alcohol impact young Singaporeans more than any other audience. As a result, most road crash prevention campaigns target youth, working hard to show how evil alcohol is. This has caused a lot of fatigue from young drivers, tired of this black and white vision in which alcohol is always an enemy, jarring with its appreciable role of social lubricant they experience in their everyday reality.

This extreme approach is particularly represented in Singapore, and led Automobile Association of Singapore to embrace a more realistic approach, which prones moderation more than abstinence to improve the street safety situation in Singapore.

Using pioneering techniques of crystallization and photomicrography, research scientist Michael W. Davidson developed photographic images of alcoholic beverages under a polarized light microscope.

A single drop of various crystallized alcoholic beverages – liquors, wines, beers and cocktails – resulted in images that are spectacular and abstract in the most unique way. These became stunning visuals in our ads to communicate the insight and idea: “Alcohol. Beautiful in small amounts