Results and Effectiveness

By making men look twice, we got them to think twice before drink driving. After the posters were put up, valet services at these pubs and clubs went up by an average of 30%, meaning men were no longer under the illusion that they could drive home safely if they drank.

Creative Execution

To illustrate this optical impairment, we employed a specially-created optical illusion at a place where we could have the complete attention of men – the restrooms of pubs and clubs. When viewed straight on, the poster shows a car in the distance. However when seen from the side, the car is now dangerously close to the viewer, clearly demonstrating how alcohol can severely affect your judgement.

Insights, Strategy and the Idea

Out of the 4,055 people arrested for drink-driving last year, 93% were men. More tellingly, all but one of the 235 drink-driving accidents that resulted involved male drivers. Studies also show that too much alcohol can impair a driver's judgement by distorting his perception of what's near and far. Hence, we were tasked to communicate the physiological effect of drinking to men who wrongly believe that despite the alcohol, they are in full control of their bodies.