When a local watering hole, Local 46, wanted to combat drunk driving, we suggested creating a conversation. Using phrase on coasters and pint glasses the bar entertained and informed their patrons. The campaign targeted males age 21 - 28. Rather than trying to scare or shock the young men with gruesome images the campaign was aimed at their egos. Nothing gets more attention than a guy holding a pint glass that says they love Justin Beiber.