MADDvent

Campaign: How many families lose a loved one this holiday is up to you.

Agency: DDB Canada
Role: Art Director

Our Advent calendar took a sobering and poignant approach to raising awareness about the dangers of drunk driving during the holiday season. Rather than the traditional assortment of chocolates or trinkets, each of the 24 flaps on our calendar opened up to reveal a tombstone with the name of a past victim of drunk driving. By giving a face and a name to these tragic losses, we aimed to drive home the importance of making responsible choices when it comes to alcohol. This powerful and thought-provoking ad was placed in washrooms, ensuring that it would reach a wide audience and serve as a poignant reminder of the consequences of reckless behavior.

Our interactive Advent calendar was met with widespread acclaim and even sparked a bit of controversy when it was placed in restaurant and bar washroom ad frames. Some people were so moved by the message of the ad that they took it upon themselves to "steal" the calendar from the frames and keep it for themselves. This campaign was a true triumph, garnering the coveted Best of Show award at the ACE awards and being covered by numerous news sources. It was a powerful reminder of the importance of making responsible choices and the devastating impact that drunk driving can have on individuals and communities.