Arrive Alive - Canada
Not every destination is a choice.
Around Victoria Day, one of the biggest drinking weekends in Canada, we partnered with Arrive Alive to transform billboards into familiar booking-style travel ads for places no one plans to visit, hospitals, jails, and cemeteries.

By hijacking the language of travel, the campaign challenged the mindset of “I’m fine to drive,” exposing the real consequences of driving under the influence.