This assignment was to create a campaign that discouraged drunk driving and remind the public of the impact drunk driving is having on pedestrians and bicyclists. The goal of our “One Foolish Act” campaign is to make drivers think twice before getting behind the wheel while impaired and reminding them that the consequences extend beyond themselves.

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.

Our client, the State of Florida, believes this campaign is one of the most effective they’ve ever produced and they’ve expressed that its ability to communicate emotionally about impaired driving without the need to use graphically intense imagery is a more thoughtful and intelligent manner to highlight the issues at hand.