The greatest challenge here was to stay away from clever headlines that have an ominous tone and repeat what has already been said a thousand times. People who drink under the influence of alcohol are well aware of the dangers but most anti-drunk driving ads fail to capture their attention. They've almost become a blind spot.

We decided to create arresting visual imagery that's hard to ignore. We wanted to base our design on a symbolic element of drunken driving - shattered pieces of glass bottles - symbolic of shattered lives. The idea was to create motor vehicles out of these pieces, almost as if they were a sign of the impending danger of drunken driving.

The vehicles were painstakingly created from broken pieces of alcohol bottles placed over 3D wireframes. These bottle pieces and labels were photographed separately and composited on to the image.

There was a measurable response device built into the posters so we could track the success of the campaign. Guests were requested to ask the manager for a cab booking. Over 20 days of the Christmas and New Year's festive season, Shalom got an average of 80 cab requests per night.