Safe Ride Home
WRAP approached EnviroMedia to develop an impaired-driving prevention campaign targeted at millennial males in the Washington, D.C., area. We developed the “Beautiful” campaign based on the insight that no matter how rad your night out is — nothing’s more beautiful than a safe ride home. “Activation” tactics set up campaign messages, while “In the Zone” tactics drove messages home, in the hopes that millennial males wouldn’t.
TV • INTEGRATED CAMPAIGN
Copywriter: Alexandra Goldstein
Creative Director: Susan Rosenzweig
Debuted in prime TV spots in Washington D.C., Maryland, and Virginia.