Queensland Government’s Department of Transport and Main Roads has just launched a new campaign, via its agency BCM, to remind Queensland road users about the importance of designated drivers and looking out for your mates.

Developed in a light-hearted, humorous tone designed to appeal particularly to males 25-39, the new campaign celebrates dry drivers everywhere and ‘salutes’ them.

The campaign includes TV and Cinema, Radio, Out of Home (Adshel Bus Shelters, Cinema Digilites, CSA Billboards and Taxi Backs) together with merchandise such as Dry Driver Salute Bottled Water, distributed across the State.

Campaign contributors:

Agency: BCM

Client: Queensland Government, Department of Transport and Main Roads

Client contact: Pam Palmer and Kerrie Tregenza

Account Service: Kevin Moreland, Alan Kewley, Laura Bradshaw

Creative Director: Peter Goodall

Lead Creative/Head of Art: Mike Rolfe

Senior Writer: Kate Hunter

Agency Producer: Shane Ford

Production: Taxi Film Production

Director: Miles Murphy

Executive Producer: Andrew Wareham

Producer: Simone Mackie

Stills Photography: Craig Ratcliffe

Post Production: The Post Lounge

Sound: Ross Batten

Digital Creative Director: Steve Mair

Digital Producer: Anna Smith

Digital Technical Director and Developer: Julian Thomas

Digital Junior Experience Designer: Alex Stone

Social Media Specialists: Lachlan Stewart and Holly Ovenden