EOPSS wanted to expand the Drive Sober or Get Pulled Over campaign. As part of the social digital buy, we created 4 Instagram polls that served to our target audience. This is a great example of how to creatively use b-roll from a shoot. These polls were served at random and work independently of one another. We created short would-you-rather scenarios that made people think twice about driving high. In our focus group findings, many people claim that they can drive perfectly fine with they’re high. But what about when something unexpected happens? Most people would agree that it’s best to be sober.
Part of the campaign extension were dispensary bags and posters. We wanted to hit our target audience directly at the point of purchase and remind them of what is really common sense. We intrigued, question what it meant to be high, and reminded users to make the right choice when it was time to drive.