badc

This is a true case of challenging culture to change culture. A story of a beer brand, established to reduce drink driving.
The Queensland Government was faced with a rising public health issue on its roads. Born from the State’s love of a drink, a road network like nowhere else in the world and a generation of motorists where drink driving was the norm. So, unlike a traditional road safety campaign, we leaned into drinking culture and launched a beer brand which highlighted the sobering reality that consequences don’t happen when you start driving, they happen when you start drinking.