Thailand's roads are currently ranked the second most lethal in the world by WHO. Every year, 24,000 people are estimated to die on Thai roads. Statistics reveal that more than 40% of all road fatalities happen at night. Drivers and passengers are approximately at three times greater risk of being involved in a traffic fatality, relatively caused by focus errors affected by the limited nighttime visibility.

Oakley, widely known as a sports eyewear brand, aimed to extend its position in Thailand to appeal to lifestyle consumers. They provided a solution for night drivers with Prizm Low Light technology that offers unprecedented control of light transmission, resulting in colors precisely tuned to maximize contrast and enhance visibility after dark.

This ad series was launched prior to the Thai New Year, a notoriously dangerous period that has the highest number of road accidents and casualties.