Landesverkehrswacht: See the Danger of Drink Driving
Client Name: Landesverkehrswacht NRW
Brand Name: Landesverkehrswacht NRW
Category: Local and Regional Authorities
The task was to raise awareness of the dangers of drunk driving and Landesverkehrswacht, the German road safety agency.
The insight was that the most effective way to communicate with our target was at the exact time and place they might be tempted to drink and drive: in pubs and bars. By using an interactive placemat, the consumer became involved in the story, and hence it became more personal, relevant and effective.
We also realised that the juxtaposition of the nice country road illustration and the frightening skull reflection on the placemat would work together to surprise and shock the pub-goer into not driving home – and calling a cab instead.