Execution

(PLEASE WATCH THE CASE FILM IN THE ATTACHED CD-ROM) This is a non-traditional idea involving one of the most traditional mediums in advertising. Our insight was that drunk drivers have a false sense of security once they get into their cars, no matter how much they have had to drink. To get to them, we had to get into their cars. Through their car radio. We targeted potential drunk drivers in car parks near crowded nightlife areas. Using a High-Powered FM Transmitter, we briefly hijacked the signal of popular radio stations and broadcasted special messages directly into their cars. Drivers stopped in disbelief as they heard their cars literally talk to them -- in a similarly drunken stupor. An aggressive drunk of a car called the driver "a wimp" for "always following the rules and limits"; a car who was funny when drunk rambled about "how the party has just started"; a flirty lady of a car teased and taunted her driver to "go fast" so she could give him "the ride of his life". The sobering truth? WHEN YOU'RE DRUNK, SO IS YOUR CAR.