YDYDYL 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.
YDYDYL is a play on the long running tagline of "You Drink, You Drive, You Lose". We turned it into an accronym for a fictional sports network for the purposes of this campaign to support the sports broadcasting theme. I provided design support for the graphics used in the campaign as well as the related "DWI? Game Over" outdoor campaign.
This :90 second edit is the theatrical version, with :60 and :30 second versions edited for broadcast TV and interactive applications.
Client: New Mexico DOT (NMDOT)
Design and graphics support: Christopher Kosek
Creative Direction and Copy: Nick Tauro