Cannes Lions
BBDO/PROXIMITY MALAYSIA, Kuala Lumpur / HELP / 2009
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We took parts from a car that was wrecked in a drink driving accident and fashioned a wheelchair out of the parts.
We then displayed it at a college where this crude example of art imitating life, juxtaposed with a hard-hitting message, caught the attention of passers-by.Finally, we put up pledge boards for people to show their support for the campaign.In July 2008, we launched a college competition where students can create their own interpretations of the result of drink driving.
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