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
6 Comments
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.
good idea
Great concept. I would have placed a slightly damaged vehicle in the bag for a stronger visual though... but the idea is very good.
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
Really, really nice idea!!
Muy bueno!! Un gran impacto!!