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”.

Diageo 2
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.