Muskoka Chair Crash

THE ASK

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

THE ANSWER

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

THE RESULT

With over 5 million impressions and coverage in The Star, BlogTO, Cottage Life, and more, the LCBO plans on bringing these art pieces back every year to remind people what the impact of drunk driving can be.

THE AWARDS

Marketing Awards - Shortlist - OOH Advertising
Communication Arts - Shortlist - OOH Advertising
Clio Awards - Bronze - OOH - Health & Wellness