Outdoor ad: NZTA: Waka Kotahi: Would You Rather: Locked Door

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Building on from our hero TVC and launch of our campaign, we turned the classic drinking game of Would You Rather into an anti-drink driving message, getting people to play it across a range of OOH placements.

Each execution was treated like a playing card, combining engaging headlines that challenge people to weigh up their options, with bespoke illustrations that paint a picture of what’s at stake when you drink and drive.

Our posters showed up everywhere that our audience were either drinking or driving, taking over placements in bars, restaurants, liquor stores, gas stations, rural towns and major cities.