Every 15 minutes an alcohol-related accident occurs in Germany. In 2024, almost 18,000 people were injured or killed. For years, the Federal Ministry of Transport has communicated the risks. But scare tactics no longer resonate—especially with younger people.

A new idea: We all have them when drunk: really dumb ideas. So we picked up on the dumbest ones to remind people not to do the dumbest thing of all: drive drunk. With eye-catching visuals, combined with a clear message: At least you didn’t drive.
We launched the visuals at Germany’s most “drunk” events: New Year’s Eve & Carnival – at key traffic spots and party areas, always near public transport. Plus on social media. Created with AI, the visuals delivered impact without putting anyone at risk.