Brandhouse Drive Dry: Evidence Bags

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 2010

7 comments

checkhill's picture
checkhill
465 pencils

when i first read the teaser line, i thought it was all the pieces of the car placed in evidence bags one by one, that would have been more effective imo.

Hiperion's picture
Hiperion
3138 pencils

good idea

kindlovingsoul's picture
kindlovingsoul
82 pencils

Great concept. I would have placed a slightly damaged vehicle in the bag for a stronger visual though... but the idea is very good.

divschadha's picture
divschadha
29 pencils

I like the idea....its a naice way to communicate the message, however, like someone above said, slightly damaged car or maybe with some blood stains would have created a better impact leaving people slightly horrified too.

Divya Chadha

Galo's picture
Galo
446 pencils

Really, really nice idea!!

Safi27's picture
Safi27
47 pencils

Muy bueno!! Un gran impacto!!

ErickStow's picture
ErickStow
69 pencils

Cleh-heh-verrrrrrr!

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