To implement the idea, which was to let people experience the consequences of drinking and driving before they get behind the wheel, we created our Don’t-drive-drunk cover that gives the illusion of a crashed car as a form of media. Then we covered cars parked outside bars and placed hidden cameras around them. The realistic illusion of the media, our intoxicated target audience, and the powerful message 'Drunk driving. It can seriously mess up your life'. After the unveiling all worked together to maximize the effectiveness of the campaign. It had such a high impact that we practically killed their buzz.

As a result, for a period of 2 weeks (2013.10.01~14), DUI arrests of the random breathalyzer tests decreased by 31% in Seoul’s Gangnam area. There were 3,566 views on youtube, 1,153 likes and 923 comments on Facebook. The brand awareness increased by 22% and 3,578 more people called in for inquiries than average. It made people think of Heungkuk Fire & Marine Insurance as an insurance provider that truly cares for the well-being of their insurers, even for things that can’t be covered. The reactions on people’s faces when they thought their car had crashed was exactly what we expected.