Anything to wake you up.
The problem: Hundreds of people die on Australian roads every year due to driver fatigue.
The aim: To encourage people to take more breaks on long drives.
The idea: To jolt people awake on long drives with unexpected road signs, billboards, stunts and activations.
The campaign included over 100 billboard executions and large-scale activations across New South Wales.
The result: 700% increase in rest stops and featured news stories on major TV stations nationally.