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


Guest's picture

Damn! Why didn't I think of that?

Guest's picture

This is the scariest of the lot. Cool campaign.

LeeHarvey's picture
3045 pencils

Agree. Should have kept this one and lose the rest. A one ad campaign, nothing wrong with that.

Guest's picture

Agreed. Why produce so many of the same?

morse's picture
16466 pencils

Super good. Great strategy and execution.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

CuriousPencil's picture
4227 pencils

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.

velle's picture
1550 pencils

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...


i still totally love the approach tho

velle's picture
1550 pencils

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.

Guest's picture

nice photography......

maxiiphemmy's picture
57 pencils

Nice concept, but it could mean anything that goes with 'stay away from crime' just like CuriousPencil said

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