Mystery recently worked with Pernod Ricard UK and the AA to launch 'Accept Responsibility', a new UK-based drink-driving campaign.
We created a series of poster ads and giveaways highlighting the most common excuses made by young drivers and their passengers whilst under the influence. The challenge was to avoid a 'preaching' tone which would alienate the target audience. By creating a bold playful style to the visuals, we were able to grab their attention and encourage them to reconsider the seriousness of the message. The campaign is set to run nationally over the next few months at key sites for social drinkers.
