To create a cost-effective, impactful and innovative campaign aimed at youths to get them to realise the consequences of drink driving.

By choosing life-size drunkard decals, we could really reach our target market right there where they 'intoxicate' themselves, which made the message incredibly direct and powerful. They simply could not avoid seeing our campaign. It also created lots of talk in the toilets and parking garages which in return created lots more extra free word of mouth advertising. A double win!

The campaign has received attention from journalists all over the world and we have been in contact with various television channels who wish to cover this in some of their programming.