FMCG
Diageo
Saying 'no' to drink driving
The Brief
How do you discourage people from drinking and driving? You hear first-hand from those who did, only to have their lives irrevocably changed as a result. We worked with alcohol producer Diageo to produce a hard-hitting anti-drink driving video campaign called “Wrong Side of the Road”.
The Work
We sourced, curated, and interviewed three Singaporean profiles who had committed drink driving offences. The videos were done in an interactive Q&A format, allowing people to simulate a conversation with a drink driver to understand the impact – as well as the shame and stigma – of their actions.
The Results
This video series brought the seriousness of drink driving to the fore and received significant media attention, including a feature in Asia’s leading advertising and marketing publication Marketing-Interactive. The videos are also used by ride-hailing giant Grab as an e-learning module to educate its drivers and riders on safe and responsible drinking.
