DON'T DRINK AND DRIVE - INTERACTIVE

Shifting the attention away from the drunk driver, we urged their friends instead, to pledge against drunk driving. We went a step further to provide a real-world solution through a unique partnership with DriveU: a hire a driver app. We laid the hammer down on the problem by creating an interactive film where viewers were put in a key decision-making moment and presented with two choices. One led to the devastating consequences of drunk driving, while the other presented the positive outcome of standing up to your friends and stopping them. The integrated digital campaign, led by the interactive film, garnered more than 6 million pledges. Here's the non-interactive version of it (since the micro-site has been taken down).