Cardiff based branding and digital agency Bluegg recently launched a Wales-wide awareness campaign aiming to prevent drivers from driving under the influence of alcohol and drugs over the Christmas period.
The campaign represents a combined effort between the five police forces across Wales (Dyfed-Powys Police, Gwent Police, North Wales Police and South Wales Police). Each year one department takes responsibility for the same campaign as a way of maximising value, national impact and consistency across Wales.
The campaign has been designed to tap into the emotional senses, rather than relying on hard hitting or shocking messages. Created in the style of a children's book using hand drawn and watercolor pictures, it tells the story of a family dealing with the loss of their loved ones through drink or drug driving.
The story and execution—made up of a series of images with a single line of copy is purposely subtle and open to interpretation. It takes a few seconds to read into the images, but once read they are emotionally powerful.
Creative director: Tom Lloyd