Communicate aware.org’s drinking and driving & drinking and walking festive messages in a new and interesting way.
To get people to sit up and listen, we launched South Africa’s first drive-though bar on the side of William Nicol Drive in Sandton, Johannesburg.
As soon as we revealed our bar as an anti-drunk driving activation, we went live with “Having even 1 drink? Re-think. Don’t drive.” as a targeted TTL awareness and education campaign.
SOCIAL MEDIA (within 48 hours)
2 132 157
Trended 3rd on the
day of launch
PR(within the first week)
January AdDynamo award for creativity on Twitter
ORCHID from Brendan Seery
GOLD Prism – Best use of an event to build / change reputation
SILVER Prism – Campaign of the Year finalist
SILVER Prism – Media Relations
BRONZE Prism – NPO
FINALIST Loeries - Media Innovation