Burnett creates drink-drive poster ads

Leo Burnett has commissioned an Old Bailey court illustrator to recreate a courtroom scene showing the consequences of drink driving in a campaign for the Department for Transport.

The campaign, by the court illustrator Priscilla Coleman, comprises three six-sheet and bus-back executions entitled "only going down the road", "feel fine to drive" and "won't get stopped".

The posters depict a magistrate dispensing various fines and custodial sentences on people caught drink driving. Penalties include six months in prison, a £5,000 fine and a 12-month driving ban.

"Our audience should be less confident in their justification for driving after a few drinks," Tony Allsworth, the head of road safety publicity at the Department for Transport, said.

The posters, which were jointly created by Simon Impey and Jon Daniel at Leo Burnett, have been distributed to local authorities and will be rolled out nationally.

"The campaign uses familiar excuses drink drivers give. These excuses have been turned on their heads to show the consequences of these actions," Sally Tribe, the communications director at Leo Burnett, added.

The campaign follows work from the now-defunct D'Arcy, which won the account back from Abbott Mead Vickers BBDO last year. A TV execution showed a girl cycling down a street alongside a driver, who has been drinking.

As he tries to overtake, he fails to see oncoming traffic and crashes into a car coming the other way.


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