It’s vital to reach potential impaired drivers before they become impaired, and it’s an insight which led us to employ point-of-sale marketing to remind drivers that buying and consuming alcohol can have consequences far worse than a hangover. So we decided to reach them at the point of sale—the convenience store.
By taking over gas pump toppers, gas pump fillboards, ice chest wraps and cooler clings at convenience store locations throughout the North Dakota, we delivered a pointed warning about the consequences of driving impaired—including a DUI record, $10,000 in fines, and loss of a driver’s license. The messages were illustrated with North Dakota licenses and credit cards frozen in ice, using themed messaging such as “a cool $10,000” and “Don’t put your license on the rocks.”
Here’s a behind-the-scenes look at how we hand-crafted a really cool campaign that just happens to be in the business of saving lives.
To create this custom design, we decided photographing real ice was the only way to go, so we built a scaled down version of the ice box base out of plexiglass and filled it with ice.
Images of the sides and ¾ views were then merged into a flat wrap to create the appearance of three-dimensional ice.
The next step was to get schematics of all the ice boxes from the manufacturer to make custom templates for each box type to be wrapped.
Next, we designed North Dakota driver licenses and real-looking credit cards to photograph in the ice. By blending photos from above and below the ice, we were able to manipulate the final layouts for the perfect mix of transparency.
We made a custom template for a single-door slant cooler…
a two-door slant cooler…
and a two-door straight cooler.
We also designed gas pump toppers,
cooler door clings, and filler boards.
A better detail of the filler board and one door slant cooler.
A better detail of the two door slant and straight coolers.