Drive Sober or Get Pulled Over

Defy Death

Concept | Creative | Media Placement | Strategy

Giving Death the cold shoulder.

The Challenge

The Utah Highway Safety Office needed a new way to reach young men and encourage them to drive sober (or plan for a sober ride). Not a simple task with a demographic that’s not keen on being told what to do. We sought a creative and humorous solution that would catch the eye of our audience without being judgmental of their drinking or medication choices.

The Solution

Our campaign empowered young men to “defy death” by choosing to get a sober ride or choosing not to drive altogether after drinking or taking impairing medications. Our partners at Savvy Productions helped us bring the grim reaper character to life with a mix of practical and visual