LCBO

DRIVE SOBER

The Challenge 

Drunk driving increases around long weekends and holidays. The LCBO tasked Public to develop a campaign to bring awareness to the importance of responsible consumption and remind people that drinking and driving don’t mix.

The Approach

In Canada, few things are more synonymous with long weekends than driving up to a cottage and relaxing in a Muskoka Chair. Working with local artist Trevor McIntyre of Imagine Metal Art, we recreated unique Muskoka Chairs using materials from car wrecks, serving as a reminder not to drink and drive.

The Impact

During the May long weekend, four chairs were installed in key, high-traffic markets – Toronto, Ottawa, Gravenhurst, and Huntsville

The Partners
Lg2
Imagine Metal Art

The Awards
Clio Health, Health & Wellness OOH, Bronze