Brandhouse Beverages, the South African alcohol beverage company, has been running “Drive Dry” over the last three years, an integrated advertising campaign challenging drivers to stay off the booze or face the consequences. Backed by Diageo, Heineken International and Namibia Breweries Limited, the Drive Dry campaign in 2010, online at Facebook, was centred on the likelihood of prison sentences for people caught drink driving, and the unpleasant reception to be found amongst other prisoners. Print, outdoor and television commercials introduce us to the men who would “love to meet you”. Papa wag vir JOU!
Click on the image below to play the TV/cinema commercial in YouTube (HD)
Click on the image below to play the Photo Case Study video in YouTube (HD)
The Drink Dry 2010 campaign was developed at FoxP2, Cape Town, South Africa, by creative directors Justin Gomes and Andrew Whitehouse, art director Ryan Barkhuizen, copywriters Mimi Cooper and Simon Lotze.
The print and outdoor ads were produced by photographer Sacha Waldman.
Digital work was done at Gloo Digital Design.