The creative idea consists of a subverted fruit machine. We redesigned the front graphics on glass, and then re-programmed all the internal electronics and light controls to create three "gameplays" - each one depicting a "route" taken when driving at different levels of alcohol consumption.

When a player hits the "Start" button, the reels land on three icons - each representing a different drink - pints of beer, glasses of wine, tumblers of spirit, and shots and alcopops. A board on the side then shows the "level" of alcohol consumed, for example: three pints of beer takes you to "Over The Limit".

Each then takes the player around the game board to different places before ending in a final Game End state - either the hospital or jail icons.

The machine re-design was done in-house by our design team. The machines were reprogrammed and assembled over several weeks by a specialist gaming machine manufacturer.

We then implemented the machines in suitable pubs and filmed the interactions.

Local police accident figures aren't yet available, but pub landlords reported a marked increase in the number of cars left in their pub car parks overnight.