Sober vs Drink Driving

Client: Diageo

Diageo’s Spirit of Progress (Positive Drinking) initiative aims to reach 5 million people globally by 2030, changing attitudes toward drink-driving through innovative engagement. Recognising that traditional fear-based messaging often fails to resonate, Diageo and AnalogFolk Group developed a fresh approach that uses interactive experiences to drive behavioural change.

Insights revealed that while many individuals understand the dangers of drink-driving, knowledge alone is insufficient to alter behaviour- emotions play a stronger role in decision-making, particularly under the influence of alcohol. To create a lasting impact, Diageo launched Sober vs Drink Driving, an interactive gaming experience designed to demonstrate, in real time, how alcohol impairs driving-related skills such as reaction time and attention.