All 10,000 pieces were distributed in the days preceding Christmas holidays, creating a huge recall and awareness among drivers in the whole country. According to the Bucharest Police Department, in Bucharest alone the number of accidents related to alcohol consumption in the weeks of Christmas holiday diminished by an average of 20%.

We thought of an innovative use of media: we took one of the most famous symbols for winter holidays, the Christmas Tree, one of the most common symbols related to car accidents, a broken tree, and we put them together in one of the most present car accessories: the air freshener for cars. The result was an air freshener in the shape of a broken pine tree hit by a car.This way, every time they looked in the rear mirror, drivers were reminded of the things they could lose and the sorrows they could cause by drinking and driving. The item was produced in 10,000 pieces and distributed during the weeks before Christmas in the streets, at traffic lights and in gas stations across Romania.

121.ro, a Romanian portal and NGO dealing with public awareness issues, together with Romanian Police wanted to draw attention upon the fatal consequences of drinking and driving, especially during winter holidays, when the alcohol consumption is higher than usual.