"DWI? Game Over." is a new winter campaign for the New Mexico Department of Transportation (NMDOT) that raises awareness to the dangers of drinking and driving during the winter sports and holiday season. This is a huge time of the year for fans of college and pro football, basketball and hockey, so we adapted the language of sports broadcasting to give a more accessible tone to a traditionally serious type of messaging.
We used the idea of tailgaters delivering the message to their peers and this campaign shares some of the actors from the YDYDYL TV spots.
There were two main types of boards.
1. Standard billboard size with the "DWI? Game Over." copy
2. Smaller "Pony Board" street level boards that remove the headline and just has the three figures with the established "You Drink, You Drive, You Lose" copy.
These outdoor spots ran in billboard applications, print ads as well as being used in Stadium graphics during the 2011-12 ESPN/Gildan New Mexico Bowl.
Client: New Mexico DOT (NMDOT)
Art Direction: Christopher Kosek, Becky Hahs, Nick Tauro
Design: Christopher Kosek
Creative Direction and Copy: Nick Tauro