The Don’t Drive Dead campaign was a fierce group project born out 
of the Re:act program, a collaboration with Ooh! Media, Swinburne University, and TAC. The challenge: Tackle driving fatigue among 18-25-year-olds. The approach: We drew a visual and metaphorical comparison between fatigue and zombies, symbolising lethargy and 
the fatality risk of driving in this brain-dead state. This blunt, catchy, 
and slightly shocking approach was tailored to our Zillennial audience, using social media and AR for greater engagement. The result: Our campaign won the 2021 program and launched Victoria-wide, with 
over 200 billboards and a block-out of Burke Street Mall. Reaching 
an audience of 1,607,025 and a media value of $318,316, we’re pretty sure more zombies are skipping the drive and catching an Uber.