Amid increasing drunk-driving rates and limited governmental funding, the City of Cape Town sought a fresh approach to promote road safety. The campaign aimed to engage particularly with young adults using a medium they understand and appreciate. Objectives were to encourage safer transportation choices during high-risk times like the Easter weekend, increase positive sentiment for the City of Cape Town and shift public perception towards more responsible nightlife behaviour.

The campaign portrays ‘a night out’ through dashcam footage in e-hailing taxis. The film showcases various groups of intoxicated passengers; they’re loud, messy, singing, screaming, vomiting – they really are just the worst. Despite their chaotic behaviour, the video concludes with: "To the worst passengers ever… thank you for not driving. Enjoy the city safely”, celebrating their decision to not drive and positioning them as unexpected heroes.

Launched during the critical period of the Easter long weekend, the film reached a wide audience, generating significant engagement through shares and discussions online, which helped change how people viewed and approached getting home after a night out. Within a period of 7 days, our film received 177% more views and 165% more engagement than the highest performing post on the City of Cape Town’s social pages over a similar period, with a total organic reach of +1 million people.