NSW DRINK DRIVING | GIVE ‘EM THE LOOK

Drink driving is a reckless choice made by a group, not any one individual. Our strategy was to show regional NSW that community members play a critical role in the decisions and consequences of the people around them. The spot needed to encourage mates, partners, family members, publicans and strangers to make would-be drink drivers feel uncomfortably exposed in the moment.

So we asked NSW to Give ‘Em The Look.

Why? Because in regional communities everyone knows everyone. So much so that there is an unspoken language, where a facial expression can say more than an entire sentence. So when someone is thinking of drink driving, a disapproving look by the community can say it all.

Creatives: Seyda Yilmaz & Ava Frawley

Creative Director: Jenny Mak

Executive Creative Director: Gavin McLeod

Film Director: Scott Pickett

Photographer: Shaun Izzard

Had a lot of fun bringing the idea to life on radio. Worked with the team at Rumble to compose the track, we wanted it to feel like the iconic western whistle but with a fresh twist.

Further assets to be rolled out in 2022 - keep your eyes peeled.