Executive Creative Director.

Transport For Roads

Plan B
Even though Australia places a high emphasis on Police Mobile Random Breath Testing Operations (RBT), drink driving is still one of the biggest causes of death and injury on roads. Men make up 87 percent of drink drivers involved in fatal crashes. The Plan B drink driving campaign is about making positive choices to get home safely after a night out - obviously driving is not one of them. Shot in front of famous Sydney Pubs, Plan B takes a humorous and positive approach designed to engage the community about making alternative arrangements to get home after a night out and reminds drivers that police mobile random breath testing (RBT) operations can happen anytime, anywhere.