Found at cottages across Canada, the Muskoka chair is a national symbol of long weekends spent relaxing with a cold drink in hand. It may just be a chair, but in the minds of Canadians it is a signifier of summer.

Developed for the LCBO, Ontario’s liquor distribution retailer, the Muskoka Crash Chair echoes the brand’s commitment to responsible alcohol consumption.

By constructing the chairs from the wreckage of drunk driving incidents, we were able to confront the deadly realities of drunk driving through a cultural symbol closely linked to alcohol consumption. Functionally, it subverts the common associations Canadians have, while reminding Canadians of the stark consequences of drunk driving.

By placing the chairs outside LCBO locations, we were able to directly confront Ontarians at the province's major retailer while coverage of the installations would shine a light on the issue at hand nationwide.