Every day, 29 people in the United States die in motor vehicle crashes that involve an alcohol-impaired driver. This is one death every 50 minutes. As a beer brand, Budweiser is responsible for doing something to prevent and make people more alert of the dangers of drinking and driving. That’s why the brand launched the Drive Wiser platform. We created a campaign series that, by interacting with the media, alerts readers in a way that makes them re-think the effects of alcohol when driving. The prints were launched on the National Beer Day, to remind people that getting home safe is more important than to celebrate.

Every day, 29 people in the USA die in motor vehicle crashes that involve an alcohol-impaired driver. As a beer brand, Budweiser is responsible for preventing and making sure they’re aware of the dangers of irresponsible drinking. We created a campaign series that, by interacting with the media, alerts readers to re-think the consequences of drinking and driving. Each print interacts with the media in a unique way to reflect the effects of drinking and driving. So, the media is not a support for the idea, it’s the idea.