THINK!

A generation of young male drivers with the internet in their pocket are growing increasingly desensitised to the traditional 'shock tactic' style drink driving ads.

Mates don't let mates drink drive. ​Rather than putting the onus on the driver, we wanted to encourage friends to watch out for each other on a night out. Instead of showing the dire consequences of drink driving, we used humour to normalise the idea of intervening to stop a mate making a potentially fatal decision.

THE IDEA
THE INSIGHT