THINK! LAUNCHES SOBERING REMINDER FOR DRIVERS AHEAD OF CHRISTMAS Marketing Communication News [Video]

The craft-focused campaign, developed by VML, highlights the real-world consequences of drink-driving

The Department for Transport today announced the launch of its latest drink-driving campaign for THINK! ahead of the festive season. The new work challenges the misconceptions drivers often have – that there is no risk in driving after a small amount of alcohol.

Drink a Little. Risk a Lot. – developed in partnership with VML – adopts a bold, graphic style to highlight the real-world social, financial, and reputational consequences of drink-driving at a time of year when the behaviour is particularly prevalent.

Designed to resonate with the brands’ target audience of 17-24-year-old men and grab attention in their social spaces, the striking visuals were created by a leading British illustrator, Tim McDonagh, whose style is heavily inspired by old comics, gig posters and tattoos.

An old-school draftsman obsessed with craft, Tim’s process began with detailed pencil drawings, followed by hand inking and brush painting. The piece was then scanned and finished digitally …