Credits

Client: Arrive Alive Drive Sober

Creative Directors: Chris Staples, Ian Grais CGD, RGD

Art Director: Alex Bakker 

Writers: Sean O’Connor, John Eresman

Description

Arrive Alive wanted to raise awareness of the most dangerous drinking night of the year: St. Patrick’s Day. Using wreckage from motor vehicle accidents, Rethink cut and pressed pieces of what once were cars into coasters. On each is the message: “This coaster used to be a car. That car never made it home.” Over the St. Patrick’s Day weekend, there was coverage from such online media outlets as Vice and Yahoo! and on multiple nightly news broadcasts, and the client conducted 2 on-screen TV interviews, 12 radio interviews and 8 online interviews. Website traffic increased by over 600%. Following the campaign, coasters were requested from organizations in over 40 cities worldwide—an unexpected outcome.

Judge's Comments

This campaign meets three criteria that, for me, makes it stand above all others: it expresses a simple yet powerful idea, evokes emotion and elicits action. The coasters brilliantly connect past, present and future in a split second.

- Will Hum RGD

The coaster campaign combined original design with a powerful, thought-provoking message that commanded the attention of both individuals and the broader media. With a timely launch date and the use of unusual material, it was a well-crafted concept, brilliantly executed from start to finish. 

- Jenny Rhodenizer

Non-Profit Category 2018