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.