The ´Don’t say it and drive´ campaign was created to make the public aware of the dangers of driving under the influence of alcohol. By using outrageous phrases said by drunk people on glasses, the posters show that it´s very common to do silly things when you drink too much. The worst thing is to say that you are fine to drive.

During a brainstorming session, we went to a bar and asked for a few cocktails such as Whiskey Sour, The Irish Cocktail, Jameson&Soda and Jameson Tea&Lime amongst others. After a few drinks, we thought of a hypothetical situation – if each person at that table were to go home at that moment, what would their absurd excuse be for driving. The following day we selected the four best phrases of a drunkard and used them in our campaign.

For the Art Direction, our illustrators drew all of the Jameson glasses by hand and created the typography of each phrase separately for each poster. In keeping with the brand’s concept of being ‘handcrafted’, we chose to produce the campaign using a silkscreen technique on recycled paper to produce the necessary texture.

The aim of our campaign was to provoke the consumer to think about their alcoholic state before taking the car after leaving a bar. In one week, we had more than 6,000 touchpoints in bars, nightclubs and events sponsored by Jameson. The campaign reach was increased by adapting the format of campaign pieces and posting them on Facebook, thus reaching more than 1.6 million people.