Loeries Awards 2020:
Campaign Silver,Print Advertising
Campaign Bronze, General Design
Campaign Craft Certificate, Print Communication, Art Direction
Cars can get fixed and bones can heal, but the emotional impact that accompanies drinking and driving incidents never goes away. It’s an aftertaste that will linger on your conscience for the rest of your life.
Drunk driving is sadly a reality that plagues South African roads. TOPS at SPAR wanted to start a conversation around the emotional effects left with both victims and drunk drivers. We conceptualised and created 5 unique labels that each tell a story about the effects of drunk driving.
A beer label: Eternal Mourning; a gin label: Grief; a wine label: Remorse; and a Rum: Everlasting Sorrow. Each with their own back story of tragedy and the aftertaste that never leaves.
Print
TV
Social media
We also created an immersive full 360° digital poster where viewers could explore and experience the immediate aftermath of a drinking and driving incident. The print ads were also animated for social feeds.
360 immersive experience
Animated poster example
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