| Title | Drive Alive 3D |
| Agency | TBWA\Hunt\Lascaris Johannesburg |
| Campaign | Drive Alive 3D |
| Advertiser | Drive Alive |
| Brand | Drive Alive |
| Date of First Broadcast/Publication | 2011 / 12 |
| Business Sector | Road Safety |
| Story | Drunk Driving is one of the biggest threats to Road Safety in South Africa, particularly over the festive season. Research indicates that 50% of people who die on the roads have a blood alcohol concentration above 0.05 gram per 100 milliliters. But this remains a useless statistic as most people only face the harsh reality of driving drunk after they suffer the consequences. We were briefed to create a cinema advertisment that would educate viewers about this fact. |
| Philosophy | The Idea: 3D cinema is something people watch to enhance their senses and their experience. Trying to watch a 3D movie that’s not in 100% focus is an extremely unnerving experience. And that’s exactly what we wanted to do to our viewers. The fact is that the smallest amount of alcohol in your blood can retard your senses. To demonstrate this fact in the most vivid way possible, we utilized a medium that promises to ENHANCE your senses - 3D cinema. The Ad: We targeted 3D moviegoers between the 2nd of December and the 6th of January at cinemas countrywide by creating a commercial that shows a brief clip of a drunk driver on a joy ride. The commercial, however, fades in and out of focus, making viewers suspiciously check their 3D glasses. |
| Problem | We needed to create an advertisment that would not fall into the trap of just being another shock tactic ad. Which is a common trend in this particular category. We wanted to rather create an ad that engaged the audience, and made them feel like they were a part of the idea. |
| Result | The result was a commercial that couldn't be ignored, it stood out in contrast to the high definition 3D ads and movie trailers flighting either side of it. |
| Media Type | Cinema |
| Market | South Africa |
| Executive Creative Director | Matthew Brink |
| Executive Creative Director | Damon Stapleton |
| Producer | Odette de Nobrega |
| Producer | Ancilla Berry |
| Director | Nick Young |
| Director | Sam Alessandri |
| Post Production | Anthony Yew |
| Sound Design Company | Peter Cornell |
| Agency Producer | Sandra Gomes |
| Copywriter | Jarod Osmond |
| Creative Director | Justin Wright |
| Creative / Art Direction | Byron Fraser |
| Executive Creative Director | Adam Livesey |