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Responsible Drinking Promotion on Social Media
Conceptualize, Design & Art Direction
South Africa & 34 Degrees
Drunk driving is one of the biggest challenges to road safety in South Africa. As a responsible alcohol distributor, Pernot Ricard is dedicated to raising awareness of the dangers of drunk driving.
I saw an opportunity to speak to party revellers in the moment of consumption.
No other image captures a fun night out like a selfie.
My idea introduced a responsible side to the ultimate party pic.
Once you see yourself behind bars the reality of drunk driving sets in.
And because it is shared online, all your friends take notice of this unconventional selfie.
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