Situation

Alcohol-impaired driving remains one of the primary causes of injuries and deadly crashes on California roads. In 2023 alone, 1,355 people lost their lives. That figure represents a 4.5% decrease compared to 2022, but sadly, the overall rate is rising — up 55% since 2014.

NEW

  results coming soon.

Challenge

Although ‘zero-tolerance’ policing policies may contribute to the recent decline in fatalities, research shows that similarly hard-nosed marketing campaigns fail to move the needle. According to the CDC and NHTSA, people arrested for DUI have driven drunk 80 times on average before being caught. Unfortunately, taglines like “Nowhere to Run, Nowhere to Hide” and “Drive Sober Or Get Pulled Over” simply don’t stand up to the reality.

Insight

While the consequences of DUI might seem remote to a young, mostly male audience—there’s another consequence they definitely understand: The morning-after hangover.

Play

Solution

Using playful illustrations to soften the harsh, headache-inducing light of day, the campaign nods to the hangover as a consequence of over-indulgence, but also a badge of honor—if you have one, you made it home safely.

And you’ve got a designated driver to thank for it.

Services

Strategy
Creative
Production
Media