They took parts from a car that was wrecked in a drink driving accident and fashioned a wheelchair out of the parts. They then displayed it at a college where this crude example of art imitating life, juxtaposed with a hard-hitting message, caught the attention of passers-by. Finally, they put up pledge boards for people to show their support for the campaign. In July 2008, they launched a college competition where students can create their own interpretations of the result of drink driving. Bronze Cannes Lions Outdoor Winner.
Agency: BBDO/Proximity Kuala Lumpur, Malaysia.