Colorado Dept. of Transportation Drugged Driving

Skills: Conceptual // Execution // Producing

Role: Creative Direction // Art Direction // Producer

CHALLENGE: Building off a traditional advertising campaign informing people they can get a DUI by driving high, we were challenged to develop non-traditional. disruptive activations to go deeper into the conversation with the public. 

SOLUTION: We developed and produced two crowd-stopping solutions: the End-Game dispensary arcade machine, and the automated Hot-boxing car.

Agency: Amelie Co.

Team: CW: Jay Roth, AD: Eric Hines, CD: Tom Van Ness, AE: Mackie Clonts, Brenna Hersey, IL: Eric Larson, Video Production: Buck Ross Productions

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Prominent dispensaries were given 'End Game,' which looks like a classic arcade racing game. But on-screen messaging reminds players that while playing games high is fine, driving is not.

Players are rewarded with free non-racing games such as Frogger, Donkey Kong and BurgerTime.

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We also introduced a 'hot-boxing car,' rigged to simulate hot-boxing.

Once curious onlookers approached, motion sensors triggered fans to dissipate the smoke revealing the “Drive High, Get a DUI” message.

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