Help: Art against drunk driving

Drink and drive and you might live to suffer the consequences.
This wheelchair was made from a wrecked car. The driver was drunk.

We took parts from a car that was wrecked in a drink driving accident and fashioned a wheelchair out of the parts. We then displayed it at a college where this crude example of art imitating life, juxtaposed with a hard-hitting message, caught the attention of passers-by. Finally, we put up pledge boards for people to show their support for the campaign. In July 2008, we launched a college competition where students can create their own interpretations of the result of drink driving.

Advertising Agency: BBDO/PROXIMITY MALAYSIA, Kuala Lumpur, Malaysia
Chief Creative Officer: Ronald Ng
Executive Creative Director: Mun
Copywriters: Ronald Ng
Advertiser's Supervisor: Juliet Chan
Account Supervisor: Junisa Sidek
Art Directors: Mun
Typographer: Mun
Other Credits: Sham Van Boonstra, Azi Shafian, Uzz Taufek