Our creative was designed with the goal to help drivers understand how one foolish act could not only ruin a life, but the full potential of that life.
We took a unique spin on discouraging drunk driving by shifting the focus from the immediate impact of an incident to the more future-facing, ripple effects. This approach brought to light the more emotional, wider view of what the loss of one person could mean. We wanted drivers to realize that they aren't only taking a life. They're also taking the life that person would have lived had they not been killed by a drunk driver.