Transport & Main Roads – Drink Driving

Tragically, in the first six months of 2022, 37 Queenslanders lost their lives from drink driving, equating to one in every four lives lost on our roads. To address this, Transport & Main Roads needed a hard-hitting campaign to shock potential drink drivers out of complacency and show them the serious and unforgettable consequences.

Our big idea was to literally put the consequences in the hands of our audience. To do so, we created a bespoke range of beers named after the devastating outcomes of drink driving. We called them ‘Consequences Cans’. With TV commercials, social ads, radio spots, and OOH executions, we portrayed people drinking different drinks, like 'Lose your License Lager' or 'Job Loss Bitter,' so our audience could see what awaits them if they drink and drive.