CHALLENGETo demonstrate to young men in London the social consequences of speeding – the biggest deterrent for this hard-to-reach demographic, who believe road accidents happen to someone else.IDEATo stage the Air Driving Championships 2007, demonstrating what life could be like with a driving ban, using humour to dramatise the loss of kudos which this brings. We created a tongue-in-cheek, deliberately badly designed, small community fan site to spread the word.RESULTSCold list email open rates of 15% and an average dwell time on the website of over a minute, which also featured on numerous fast car blogs/message boards.Judges: email which appears in ‘see the work’ button is what drove target to the website.