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BECAUSE
TRIBAL DDB NORTH AMERICA, New York / AD COUNCIL / 2002
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Brief: The objective was to generate widespread social support for intervention of allowing friends to drive drunk. The idea was to convince peers that they must prevent drivers who have had too much to drink from getting behind the wheel of a car, even if they encounter tremendous resistance.Solution: Our design team felt that a banner that allowed for interactive play would be suited considering the subject matter. The design of banners forces the audience to participate in a moral question which draws them to the website. In the first two executions ("Stop" & "Because"), the idea was to show familiar excuses (and denial of accountability for letting someone dirnk and drive) as being on par with the responsibility for someone's death. By creating an unsettling moment for the target, we hoped to reinforce the active role they must take in confronting a friend who shouldn't drive. In the execution titled "Worth", the intention was to filter the whole tragedy to a simple fact - if the driver had taken a cab, an innocent victim would have been saved. In a startingly plain equation, we wanted to show the value of a life in the eyes of a drunk driver.
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