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Scottish Government: Young Drivers Drink-Driving
Road safety is a serious subject, but Leith’s latest activation for the Scottish Government showed it could be tackled in a way that was engaging, memorable and behaviour‑changing. The live experience was built directly on the Real Roads Don’t Reset films, which blurred the worlds of console play and social reality to show that while games can be replayed, real life cannot. The activation took that message off‑screen and into cultural spaces, inviting young men to step inside a challenge that felt playful at first but quickly revealed the stark reality. The activation was aimed at young male drivers aged 17-25, a group for whom traditional road‑safety messaging had lost impact. By using gaming language and live experience, the campaign made the risks feel immediate and personal.
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