Case study:
Predatory thought for the Home Office:
The enemy is not drinking, it's drinking one too many.
The Problem
People find it difficult to judge the fine line between drinking and binge drinking, between a good night out and a bad one.
The Predatory Thought
Don't demonise drinking, demonise the bad memories that could result if you have a drink too many.
The Idea
On a night out, it doesn't take much to go from good memories to things going horribly wrong. So instead of getting in a cab, you might be getting in a police car.
The Results
We don't have access to specific results, but our half-cab half-police car is in D&AD 2008.
Images
Click on a thumbnail image to enlarge
