2013 Results

CAT 10 - Public Interest (PRE)

GOLD

The Leo Burnett Group Thailand (THAILAND)

Don’t Drive Drunk Foundation, Don't Drive Drunk Foundation: "Beer Suicide" Campaign
"Beer Suicide", "Whisky Suicide" & "Champagne Suicide"
10-00664-PRE
 

Agency (& City): The Leo Burnett Group Thailand (Bangkok)

Creative Director(s): Ariyawat Juntaratip

Copywriter(s): Pathida Akkarajindanon, Fuad Ahmad

Art Director(s): Sarut Yungcharoen, Ariyawat Juntaratip, Sompat Trisadikun

Agency Producer(s): Sarawut Lertkittipaporn

Client Service: Sipparee Mongkolsri

Production Company (& City): Chubcheevit Studio (Bangkok)

Photographer(s): Chub Nokkaew

Retoucher: Chub Nokkaew

Computer Artist: Chub Nokkaew

"Beer Suicide"

Short explanation

In order to grab drinkers’ attention we decided to visualize the idea that choosing to drink and drive is merely the same as choosing to take their own lives. The dark tone of photographic style is used to tell the story of how the dark side of alcohol unconsciously conquered their mind and decision to drive drunk, which leads their path of life to end. These striking images and idea were portrayed through different kinds of drinkers to reach different kind of audiences and trigger their mind at that moment not to drive drunk.

"Whisky Suicide"

Short explanation

In order to grab drinkers’ attention we decided to visualize the idea that choosing to drink and drive is merely the same as choosing to take their own lives. The dark tone of photographic style is used to tell the story of how the dark side of alcohol unconsciously conquered their mind and decision to drive drunk, which leads their path of life to end. These striking images and idea were portrayed through different kinds of drinkers to reach different kind of audiences and trigger their mind at that moment not to drive drunk.

"Champagne Suicide"

Short explanation

In order to grab drinkers’ attention we decided to visualize the idea that choosing to drink and drive is merely the same as choosing to take their own lives. The dark tone of photographic style is used to tell the story of how the dark side of alcohol unconsciously conquered their mind and decision to drive drunk, which leads their path of life to end. These striking images and idea were portrayed through different kinds of drinkers to reach different kind of audiences and trigger their mind at that moment not to drive drunk.

Description

Drunk driving is still a big social problem in Thailand. Everyday there are numbers of vehicular deaths and the main cause is drunk driving, so we want people to aware of how risky they put their life into dangerous and how horrific drunk driving can cause.