Denver's Amélie Releases First Drugged Driving DUI Spots – It's Cool to Be High, Just Not Behind the Wheel
It's legal to do lots of things high in Colorado, except for driving.
The Colorado Department of Transportation launched their "Drive High Get a DUI" campaign yesterday. Amélie Company is behind the TV spots, that will air March 10-April 14th — perfect timing for 4/20.
"A key insight in our creative research for the Drugged Driving campaign was knowing who the users are. To resonate with this unique bunch of "New Age Stoners" and keep them in the passenger seat, our ideas needed to inform, not point fingers. So instead of vilifying the drug, the campaign takes a light-hearted approach."
The end result delivers a look into the normalcy of being high and functioning without using an accusing tone. They hint slightly at things that might be a little "off" but aren't obvious, which describes the threat of driving high: you think you're just fine, but it's the little things you may not notice that could be lethal.