1 in 5 people involved in car accidents have drugs in their system. This campaign was targeting 18-30 clubbers on a night out or people planning a night out. The work had to talk to them in their own language, clubbers don’t want governmental figure telling them what they should and shouldn’t do. That’s why the work acknowledges they do stupid things when they go out, they do! We wanted to make sure driving wasn’t one of them. The tone of the work is fun and engaging but has an underlying serious message.

Initially we begin to seed our fake club website thecatfactory.co.uk in myspace forums to generate buzz and drive people to discover the site for themselves. The posters were put up in pre-club bars frequented by people on a night out. The flyers and posters for fake nights were then placed in Don’t Panic club packs, which are given out when you leave clubs. We also placed flyers in popular nightclubs and bars. The banners and MPUs were placed on popular clubbing websites: breakbeak.co.uk and uk.tilllate.com. These drove people to thecatfactory.co.uk. Finally, we gave the helmets away at to enthusiastic clubbers.