Below is a range of creative pieces, which I designed and created for a university project based on a UK Drink Driving campaign. The client brief for this project was 'Over 30 years, Department for Transport (UK) has been trying to change people’s attitude towards drink driving behaviour. In 1979, 28 people were killed or seriously injured on the roads in the UK every day due to drink driving accidents. By 2009, this statistic had fallen to just 4 per day. We want to continue to offer powerful learning for all who seek to change behaviour towards drink driving.' As a team, we created a campaign to tackle this, over a duration of 12 weeks. Within the team, I took the role of creative director and executed the concept using photoshop.
Beer Mats
We conducted focus groups, which led us to the conclusion that the use of statistics was paramount within our campaign. We decided that this would be most effective through the use of a physical presence. The less-direct delivery of statistics would be more engaging and adopt a 'pub quiz' format. The beer mats would incorporate the logo & characters which are seen throughout the campaign, and the reverse would include a series of multiple choice questions surrounding drink driving statistics. This is engaging and promotes the idea of carrying the campaign forward through online platforms.
Billboards
Although the brief was primarily to create a viral advert, we believed that due to the serious nature and behaviour changing aspect of campaign it was important to have a physical presence and remain in the mind of the audience outside of the context of the initial viral. We wanted to ensure that we would become embedded in the reality and day to day lives of the audience.
Posters
In order to further the idea of embedding our campaign in the mind of the audience, I designed posters which would primarily appear in the toilets in bars, pubs and clubs. The poster would be backwards when looked at directly, which initially causes confusion whilst simultaneously engaging the audience. When the viewer then looks in the bathroom mirror, the image will be reflected to show the message the right way round. The characters and logo's are used throughout so that the entire campaign is coherent.
