MUSEUM OF LOST FUTURE

In 2018, we were approached to create a PSR campaign on the subject of Drink-driving for Harbin Beer and in conjunction with the China National Traffic Police. Harbin Beer is the no.1 beer for Legal Age Drinkers in China, and so these youngsters are also at the age when they can start driving. The problem is that every young person knows not to drink and drive already, they just nod their heads and switch off when lectured on it. They don't believe any of the warnings of death or imprisonment really apply to them. So we decided to strike closer to what they actually care about, the one thing every 18 year old is rich in...future opportunities. We discovered that DUI convictions essentially make you a second class citizen in China, barring you from many opportunities and consigning the future you may have had to a museum.

This campaign was a full scale immersive experience, collaborating with dozens of high profile Chinese artists through the publication Modern Weekly. We created an entire pop up museum in the central Jing An district of Shanghai, filled with installations representing the futures that may have been lost due to drink driving.

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• 12,000 visitors in 14 days

• 22m impressions; 8m engagements

• 13.6% decrease in drunk-driving related incidents vs previous 6 years

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This campaign received much praise in the country and from the police, much in part to the unusual format we executed it in and also for communicating the gravity of the offence without the typical gore and scare tactics.