Toyota asked us to increase awareness amongst drivers on the dangers of drunk driving.

We realized that the most effective way to do this is to target the one group that regularly drinks and drives - young people. And the best place to get this message across was at the actual places where young people go to drink: bars and clubs.

We invented the Drunk Traffic Light TM. An 8ft Traffic Light of Words - except the colour didn't match the word. 'Red' glowed green, 'Yellow' glowed red and 'Green' glowed yellow. The Installation carried message: Alcohol affects your judgement. One at a time, the L.E.D words flashed every three seconds - simulating an actual traffic light. We placed it in bars, clubs, concerts and other venues where people drink.

The Drunk Traffic Light TM was installed in the most popular bars and clubs around Manila. Its flashing light display drew hordes of young clubbers and party goers. Many bar and club goers featured the installation on their personal online sites, blog sites and social media pages.

In the first nine weeks, the Drunk Traffic Light TM flashed more than 80,000 bar-goers reminding them to sober up before driving.

It flashed even more online as many bar-goers featured the Drunk Traffic Light TM on their personal online sites and social media pages greatly increasing the reach and effectiveness of the campaign.