Title	SUICIDE
Client	DON'T DRIVE DRUNK FOUNDATION
Product / Service	DON'T DRIVE DRUNK FOUNDATION
Category	A02. Posters
Entrant	THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND
Entrant Company	THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND
Advertising Agency	THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND

Credits

Name	Company	Position
Chubcheevit Studio	Chubcheevit Studio	Production House
Chub Nokkaew	Chubcheevit Studio	Computer Artist
Chub Nokkaew	Chubcheevit Studio	Retoucher
Chub Nokkaew	Chubcheevit Studio	Photographer
Sarawut Lertkittipaporn	The Leo Burnett Group Thailand	Agency Producer
Sipparee Mongkolsri	The Leo Burnett Group Thailand	Client Service
Fuad Ahmad	The Leo Burnett Group Thailand	Copywriter
Pathida Akkarajindanon	The Leo Burnett Group Thailand	Copywriter
Sompat Trisadikun	The Leo Burnett Group Thailand	Art Director
Ariyawat Juntaratip	The Leo Burnett Group Thailand	Art Director
Sarut Yungcharoen	The Leo Burnett Group Thailand	Art Director
Ariyawat Jantaratip	The Leo Burnett Group Thailand	Creative Director
Keeratie Chaimoungkalo	The Leo Burnett Group Thailand	Executive Creative Director
Sompat Trisadikun	The Leo Burnett Group Thailand	Chief Creative Officer

Brief Explanation

December is when 80% of the people going out to celebrate festive season but however statistics shown that it is the time with the highest rate of vehicular deaths caused by drunk driving. So while drinkers are enjoying their celebration, we want to make them realize the magnitude of the problem and aware of how horrific drunk driving is.

The Brief

A powerful poster campaign that can impact drinkers not to drunk drive during festive season.

How the final design was conceived

We thought that the posters should have a stunning visual in order to trigger drinkers' attention, so we visualized the idea that choosing to drink and drive was merely the same as choosing to take their own lives. The dark tone of photographic style was used to tell the story of how the dark side of alcohol could conquered the drinker's mind and caused them to make unconscious decision to drive drunk, which led their path of life to end. Also the idea was portrayed through different kinds of drinkers to reach different audiences.

Indication of how successful the outcome was in the market

As of 31st December 2012, a month after launching the campaign, over 240,000 drinkers exposed to this campaign and the rate of vehicular deaths decreased by 9% compared to last year.