Brandhouse liquor company's Drive Dry initiative wanted to confront South African's nonchalant attitude towards drinking and driving. Potential drunk drivers needed to be reached at the crucial time when they are thinking of driving home after a party. The thought that drinking and driving turns your car into a murder weapon led to the idea of placing cars inside giant evidence bags. Watch the video.
Advertising Agency: FoxP2, Cape Town, South Africa Creative Directors: Andrew Whitehouse, Justin Gomes Art Directors: Reijer van der Vlugt Copywriter: Justin Osburn Published: May 2010via adsoftheworld.com