# Shady Hitchhiker Ads The Brandhouse Drive Dry Initiative Campaign Wonders Who's Driving Home By Meghan Young | Published 2012-03-14 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/brandhouse-drive-dry-initiative References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/03/brandhouse-drive-dry-initiative-whos-driving-you-home-tonight/) & [foxp2](http://www.foxp2.com) The Brandhouse Drive Dry Initiative ad campaign is sure to scare anyone into knowing exactly who their designated driver is when enjoying a night out on the town. The alternative is too squeamish to consider. No one in their right mind would want to hitch a ride from any of the dirty men (figuratively and literally) depicted in this series of [print ads](https://www.trendhunter.com/trends/outdoor-advertising-campaign). Created by FoxP2, an [ad agency](https://www.trendhunter.com/trends/legitimate-you) based in Cape Town, South Africa, the Brandhouse Drive Dry Initiative ad campaign may be highly stylized, but it is shady enough to help knock some sense into people who would potentially drink and drive. It was art directed by Ryan Barkhuizen and produced by [Giant Films](https://www.trendhunter.com/trends/giant). ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 93% | Activity: 75% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### What Makes This Trend Stand Out - **Safety-conscious Advertising:** Disruptive innovation opportunity: Develop advertising campaigns that use scare tactics to create awareness and encourage responsible behavior. - **Stylized Print Ads:** Disruptive innovation opportunity: Create visually striking print ads to grab attention and deliver a powerful message. - **Designated Driver Awareness:** Disruptive innovation opportunity: Develop initiatives and campaigns that promote the importance of having a designated driver to prevent drunk driving. ### Sectors Adopting This - **Advertising:** Disruptive innovation opportunity: Explore new approaches to advertising that have a strong impact on audiences and influence behavior. - **Film Production:** Disruptive innovation opportunity: Incorporate unique visual elements and storytelling techniques in film production to create memorable and effective ad campaigns. - **Public Safety:** Disruptive innovation opportunity: Collaborate with organizations and authorities to develop and implement initiatives that raise awareness about responsible drinking and preventing drunk driving. ## Related on Trend Hunter - [Sober Driving Beer Campaigns](https://www.trendhunter.com/trends/when-you-drive-never-drink-1.md) - [Responsible Alcohol Consumption Campaigns](https://www.trendhunter.com/trends/call-it-a-night.md) - [Responsible Drinking Campaigns](https://www.trendhunter.com/trends/irish-goodbye-program.md) - [Road Safety Spirit Campaigns](https://www.trendhunter.com/trends/captain-of-the-night-campaign.md) - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [House Party-Themed Campaigns](https://www.trendhunter.com/trends/hiders-keepers.md) - [Cheeky Electric Vehicles Ads](https://www.trendhunter.com/trends/koda-hijacks-competitors.md) - [Nightmarish Mobile Campaigns](https://www.trendhunter.com/trends/cellphone-bill.md) - [Limited-Edition Rail Safety Beers](https://www.trendhunter.com/trends/rail-safety.md)