Senior Creative Art Director
Senior Creative Art Director
The Transport Accident Commission needed an engaging way of delivering drink driving messages and free breath tests to festivalgoers at the ‘Day on the Green’ series of 80s themed festivals at Werribee Mansion (about an hour outside of Melbourne). Now for most people at a festival responsible drinking is the last thing on their minds, and they definitely don’t want a big finger being waved in their faces. Whatever the message it had to be delivered in a fun, effective way.
The answer was The Breathalizers, a glam metal band with a message. Carefully selected promotion staff appeared in character as The Breathalizers and delivered standard drink glasses, free breath tests, and road safety tips to grateful festivalgoers.
The activation was supported with a series of bedroom-wall-style posters and digital billboards on and around the stage, driving people to The Breathalizers marquee for a free breath test.