Most drunk driving campaigns focus on the aftermath of drunk driving. We wanted to focus on the confusion that one drink can potentially cause in the mind. We anticipated that the viewer would see the long stretch of road far ahead and not understand why the sign read as a windy road. The question being, is it the road you are misreading or are you reading the sign incorrectly? Either way the confusion is enough to make you understand that it isn't worth it.
Headline: One Drink can change your entire outlook.
Company: Marked for Trade
Art Director,Designer, Retoucher: Phil Jones
Copy Writer: Ryan Coleman
Photographer: Jeff McCullough : link Date: December 2008
Two additional images were used in the campaign. Click here if you would like to see these images larger.
Original Photo by Jeff McCullough
Because each shot needed a visable road in order to get the message across, we decided to shoot them during the daylight and convert them to night shots in post production. It always helps beginning with great shots.
