Even The Best Rest

How do you get sleep deprived teenagers with inflated egos not to drive tired? Our answer was to remind them that even those at the top of their game (yeah, even Daniel Ricciardo) must sleep to perform at their peak. The campaign featured across more than 300 billboards in Queensland and reached over a million people. We kept our messaging simple, memorable. The result? Less zombies in the drivers seat and safer roads for all.