CHALLENGE: As creative lead on the TxDOT account, we were charged with developing an experiential way to connect with Texas drivers and inform them about the dangers of driving and driving.

We launched a 10-market road tour featuring an interactive gaming experience to demonstrate how alcohol impairs motor skills. Leveraging the proven power of gamification and built-in social sharing, the Impaired Dodgeball tour effectively took this important message into communities across the state.

Participants were invited to play a timed dodgeball game. As time progressed, their onscreen avatar's consumes alcohol. As they consume their reaction time is delayed making it increasingly difficult to avoid the balls being thrown at them.

The campaign earned $18 million in earned media and over 431 million impressions.

People lined up. People played. And they learned how dangerous drinking and driving is.