|Brand||DON'T DRIVE DRUNK FOUNDATION|
|Product / Service||DON'T DRIVE DRUNK FOUNDATION|
|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|
|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|
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.
A powerful poster campaign that can impact drinkers not to drunk drive during festive season.
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.
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.