LONDON
DRUG-DRIVING
CAMPAIGN
Highlighting the consequences of smoking cannabis while driving.
Challenge
Luton had a four-figure budget to point out the illegality of drug driving to young marijuana smokers, gathering at specific points around the town.
Creative Solution
To avoid an "anti-establishment” counter-reaction from the audience, embraced the visual language of drug-taking and deliberately removed the Council logo and any "on the nose" CTA.
Success
From this Council initiative, local Police in other parts of the UK decided to roll out the campaign in their regions.
Illustrations Andre Human
Creative Directors Darren Ruddell & Steph Rohr
Agency Serious Comedy