MADD: Don't Make it a Grad to Forget

"A disproportionately high number of drunk-driving incidents occur around high school graduation season," explains AD John Halliday of Edmonton agency Calder Bateman. "Tragically, the most common pattern sees the boyfriend drunk behin

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"A disproportionately high number of drunk-driving incidents occur around high school graduation season," explains AD John Halliday of Edmonton agency Calder Bateman. "Tragically, the most common pattern sees the boyfriend drunk behind the wheel and his girlfriend ending up the victim." Hence this newspaper ad and poster on behalf of the local chapter of Mothers Against Drunk Driving. "To connect with our desensitized target of 16- to 18-year-olds, we knew we had to create a piece that was visually jarring and poignant. Our original inclination was to steer clear of scare tactics completely, but with this idea we think we've gone a step beyond that
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About

Credits
Date
Jun 05, 2006
Studio Artist:
Grant Currie
Art Director:
John Halliday
Copywriter:
Krystin Royan
Creative Director:
Kevin Barclay
Client:
MADD
Agency:
Calder Bateman Communications
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