DFT Drink A Little OOH

'Drink a Little. Risk a Lot' Confronts Young Drivers With The True Cost of Drink-Driving

Created by VML for The Department for Transport, the campaign reveals the serious, life-changing consequences of consuming alcohol before getting behind the wheel

By Creative Salon

The Department for Transport’s latest THINK! campaign tackles the dangerous misconception that driving after consuming a small amount of alcohol is safe.

With the festive season approaching, the 'Drink a Little. Risk a Lot.' message highlights the serious social, financial and reputational consequences of drink driving.

Created in collaboration with VML, the campaign uses striking visuals by British illustrator Tim McDonagh, whose bold, graphic style—heavily influenced by old comics, gig posters, and tattoos—aims to capture the attention of 17-24-year-old men in their social spaces.

An old-school draftsman obsessed with craft, Tim’s process began with detailed pencil drawings, followed by hand inking and brush painting. The piece was then scanned and finished digitally with his signature colour palettes.

"This important work confronts young men at one of the most social times of the year with the potential realities of a drink-driving conviction. Losing their licence and with it the freedom they’ve worked so hard for, would have a significant impact on their lives. We want to challenge perceptions of personal limits, and stop drivers taking the risk – with a clear message that if you’re driving, even drinking a little alcohol could have major consequences. - said Laura Butterfield, Head of Marketing at The Department for Transport.

The visual metaphor at play dramatises the risk of drinking a little and then driving. Losing your licence has a spiralling effect that can significantly impact a young driver’s life. From disappointing parents or losing their job to injuring a friend or worse. The work highlights how licence loss could trigger a significant blow to independence and social life for this age group.

“Tim's work is the perfect stylistic trojan horse, cutting through the visual noise of young drivers' lives to deliver our simple, stark message. His art, full of irresistible detail, jeopardy and drama, abandons the aesthetics of advertising to catch the attention of our elusive audience,” added Christopher Joyce, Creative Director at VML UK.

The campaign’s impactful message is further amplified through dynamic animated social assets crafted by British animation studio, Studio Yatta. This multi-platform approach ensures maximum reach and engagement across a variety of channels, including DOOH, OOH, Social, OLV, Radio, and Digital Audio.

The Drink a Little. Risk a Lot. campaign launches on 21st November and runs for seven weeks, up until New Year's Eve. Media planning is by Wavemaker, while media buying is led by OmniGov.

Credits

Client: Department for Transport, THINK! 

Head of Marketing - Laura Butterfield

Senior Marketing Team Leader - Rachel Smith

Senior Campaign Manager - Neal Brown

Senior Campaign Manager - Varun Narayanan

Campaign Manager - Deborah Owusu

Campaign Manager - Binyelum Ewulluh

Marketing Intern - Riale Donkor

Agency: VML

Chief Creative Officer – Ryan McManus

Executive Creative Director - Tom Drew

Creative Director – Frances Cooke

Creative Director – Christopher Joyce

Senior Creative - Sophie Knox

Senior Creative - Miles Carter

Designer - Zara Veasey

Senior Producer - Emily Brownlow

Strategy Director – Matt Kemp

Strategist – Poppy Green

Managing Partner - Lloyd Sampson

Senior Account Director - Alanna Collier-Cromwell

Account Manager – Will Denvir

Account Executive – Ella Zelkha

Illustration agency - Handsome Frank

Illustrator - Tim McDonagh 

Animation company - Yatta Studio

Media Agency (Planning): Wavemaker

Strategy & Planning Director – Lucy Cook

Strategy Partner – Rachel DCunha

Planning Lead – Alex Kenzie 

Media Agency (Buying): OmniGov

Client Account Director - Camilla Green

Client Lead – Richard Haywood

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