Drive Alive - Police Billboard

South Africa has a nasty culture of drinking and driving. There's no public transport and people are constantly taking chances. One of the scariest things a motorist who's been at the pub can encounter is a set of blue lights ahead on the side of the road. Immediately the guilty driver will think that it is a police roadblock and the thought of spending a night in jail with Bubba might cause a mild sense of panic. We tapped into that insight and we created the following mobile billboard, with the police's consent. We parked it next to busy roads at night around the time when bloody drinking idiots would be driving their cars, endangering other motorists.