The task was to associate Mc Dowell as a socially responsible corporate. The message to be communicated was simple and one that has been spoken about for eons – Don’t drink and drive. The difficulty was to say it in a way which would drive it home in a way never done before.
When you drink you don’t see things too clearly. This interactive banner invites the user to take a few drinks before he starts browsing. Browsing like drink proves to be a tough task after a few drinks.
We decided to give the consumer a virtual feel of what happens once you’ve drunk too much
We decided to take the communication forward from a simple insight. Once you had one to many, you see hazy. So we decided that the most simple way to do this was to give the consumer a virtual feel of what happens once you’ve drunk too much.
The text invites the consumer to have a drink the way a friend would. The webpage gets fuzzier with the number of drinks the user takes. At the end all he sees is a blur instead of his web page. The message is stark clear. If too many drinks stops you from viewing your web page, imagine what you see when you attempt to drive on the road in the same situation.
Simple and effective the banner makes an impact. Without the use of dramatic visuals or text, the banner drives home a simple point –drinking and driving fuzzes not only your view but also your reflexes.