Drive Dry: Let's Date, 2
He'd love to show you a good time
Never drink and drive
A print and outdoor campaign for the brandhouse Drive Dry initiative, with an anti-drinking and driving message targeted at men.
Advertising Agency: FoxP2, Cape Town, South Africa
Creative Directors: Justin Gomes, Andrew Whitehouse
Art Director: Ryan Barkhuizen
Copywriter: Mimi Cooper, Simon Lotze
Photographer: Sacha Waldman
Published: November 2010
10 comments
Damn! Why didn't I think of that?
This is the scariest of the lot. Cool campaign.
Agree. Should have kept this one and lose the rest. A one ad campaign, nothing wrong with that.
Agreed. Why produce so many of the same?
Super good. Great strategy and execution.
.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.
Weak. Says nothing specific to drink driving. Could swap that out and replace with 'never hit a policeman'. It'd be effective it was a generic campaign scaring the public into good behaviour. But it fails completely with what it's trying to do for drink driving.
these ppl look impoverished - like from an african refugee camp.
shouldnt they look like the perverts from the swedish-made girl with the dragon tattoo trilogy - thatd scare the sheet out of some of us...
they should be strong, strapping, like they could sit on you and...
ugh.
i still totally love the approach tho
oh shit, me n my big mouth.
these are done for africa.
then yeah, that makes sense... but i still wish they didnt look quite so sad. or so thin.
nice photography......
Nice concept, but it could mean anything that goes with 'stay away from crime' just like CuriousPencil said