Traffic Police
Anti-Drink Drive Campaign
Role: Art Director
Key Visual
Drinking games are commonly played during drinking sessions, resulting in over-drinking and poor judgement. This includes deciding to drive home while drunk.
Using symbolic elements like gaming dice (in the form of ice cubes thrown into a cup) to represent the idea of gambling, we substitute the numeric representations on the dice to be that of the consequences of drink driving. Seeing the dice thrown into the cup makes the viewers think about the negative chances they are taking and forces them to decide if they wish to gamble with their lives in such a dangerous manner.
An out of home campaign by the Singapore Traffic Police Division that seeks to raise awareness of the consequences of drink driving without the traditional heavy handed emphasis on the harsh penalties.
