Over time, traditional “Don’t Drink and Drive” messaging has lost its impact, becoming background noise to an audience that often feels invincible. To break through this complacency, the Illinois Department of Transportation (IDOT) partnered with LBA to develop a fresh, attention-grabbing campaign.
LBA’s creative team created a bold mnemonic device using the word “LOSER”—a graphic symbol designed to represent the permanent stigma and life-altering consequences of a DUI. The word functioned as a metaphorical scar, branding the reality of poor decision-making with lasting emotional weight. As Senior Art Director, I collaborated with the creative team to develop and execute the visual direction for this campaign across multiple channels, ensuring it resonated with the intended audience in a memorable and impactful way.
Target Specific Print Ad
Online Banners
TV Ads