Following the release of their 'National Survey On Driving After Alcohol, Cannabis, Or Illicit Drug Use', MADD Canada has debuted a series of new public service announcements to bring further awareness to the disturbing impaired driving trends uncovered.
The PSAs are an art directional homage to a message in a bottle, wherein model crashes are set inside some of the world’s most iconic alcohol bottles. In this case, the ‘message’ is that grave consequences can result from consuming what’s inside the bottle and choosing to get behind the wheel.
The crash models were handmade by model builder Matthew Kett. To achieve this art directional homage to messages (or ships) in a bottle, the videos were shot with a robotic arm, single-take style by photographer Adrian Armstrong, and finished with special effects by Wingman.

This professional campaign titled 'Bottles' was published in Canada in July, 2021. It was created for the brand: Mothers Against Drunk Driving, by ad agency: Rethink. This Integrated medium campaign is related to the Public Interest industry and contains 6 media assets. It was submitted almost 3 years ago by Communications Manager: Sara Lemmermeyer of Rethink.


Advertising Agency: Rethink, Toronto, Canada

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