According to traffic navigation app Waze, Manila has the worst traffic in the world. It’s inevitable that Filipinos get hungry while driving. And when drivers are hungry, they end up doing crazy things on the road. To add to this problem, the government said they couldn’t provide license plates for new cars. Drivers are forced to make their own temporary plates. This is where the agency found an ideal direct medium for the campaign’s message – Don’t Drive Hungry.

We hear an open letter written by a frustrated motorist describing the driving habits of another driver he encountered on the road. Our frustrated motorist goes on in detail, ranting about how this other driver is being a nuisance to him. Later on, the frustrated motorist has a realization and gives a word of advice to the other driver.

We set up a website where people can create legal license plates that reminded them not to drive hungry. They just had to input their details and upload a photo of their conduction sticker. After verification, we told them to pick up their plates.

Then we installed their plates in the center of Manila’s business district.