Strategy

Don’t flirt with fate.

To understand how our audience feels about driving buzzed, we hung out with men at bars.

Through casual and honest conversations, we learned that our target perceives buzzed driving as an acceptable risk, especially when plans unfold last minute. They agree driving buzzed COULD be dangerous – but they still do it. Mostly because they don’t believe there’s a lot at stake – or that they have a lot to lose.

When asked what would motivate them to reconsider driving home buzzed, they unanimously answered their loved one’s well-being. This insight was validated through testing – revealing that driving recall for memories spent with their nearest and dearest would be a compelling motivator for behavior change. To deliver on this truth, the creative imperative was to create a powerful and subconscious mnemonic to trigger these moments in the minds of our target audience. The results? Sound-driven vignettes designed to convince our audience that driving buzzed isn’t worth risking injury, loss, and hurting the ones you love.