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Arrive Alive - I'M FINE TO DRIVE - ambient, South Africa

The Jupiter Drawing Room in South Africa bring us life sized drunkards in the loo. I dig the girl who's so drunk that she can't tell the difference between the mens room and the ladies'.

Our main target market is South African men and women between the age of 20 and 35. Previous anti drunk-driving campaigns were done as TV commercials and have proven to be low-impact. We decided to do things differently and communicate with our target market there where they least expect it; at places where they go out and socialise. We placed life-size drunkard decals in the toilets of bars, nightclubs, restaurants and in parking garages surrounding these places.

Chantelle Dos Santos Art Director
Gavin Stradi Copywriter
Graham Kietzmann Photographer
Graham Warsop Executive Creative
Michael Blore Creative Director
Simphiwe Mdlalose Account Executive
Tom Cullinan Creative Director
Frank Van Rooijen Art Director

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Dabitch's picture

This won Silver in Cannes 2008, media.

Neo's picture

Oh yeah, I remember this. The girl in the mens room is funny.

Neaner's picture

I think the people on their knees are the best.

Neaner's picture

(because I picture people might only see them when they are in the same position..)

Neaner's picture

These reminded me of the Red Cross 'dead guy' ads which also appeared on floors a last year or so done by Downtown Partners, Toronto.

purplesimon's picture

That decal is not a true representation of life; if it was, his wallet and mobile phone would be gone. And his shoes. :)