Insurance firm Direct Line is encouraging British drivers to think twice before getting behind the wheel the morning after drinking at a wedding with a larger-than-life activation.
To fully drive the message home, the brand has created a highly impactful visual that shows giant wedding cake being destroyed by a car crash – with all of this set up in front of one of the UK’s most ‘Instagrammable’ wedding venue, Blenheim Palace.
Forming part of a campaign that aims to get Brits to ‘rise responsibly’ the morning after a wedding, the creative was commissioned after Direct Line research revealed that 61 per cent of wedding drinkers drink their weekly alcohol limit or more during just one wedding.
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“Based on shocking new research that reveals almost a third of wedding drinkers consume 16 alcoholic drinks or more at a wedding, the campaign encourages people to reconsider getting into a car the morning after a wedding when the driver could still be under the influence,” Direct Line interim CMO, Samuel Day said.
“Creating this impactful scene outside Blenheim Palace, highlights our commitment to encouraging Brits to ‘Rise Responsibly’ and help keep the roads safe for everyone.”
Developed by PR agency Weber Shandwick with a display produced by Build Hollywood, this specification activation was borne out of the information that one in five (20 per cent) people have been driven by someone they believed was over the drink drive limit the morning after a wedding in the last year
