WEDDING CRASHERS: Direct Line launches national drink driving awareness campaign

A car crashes into a giant wedding cake outside Blenheim Palace, as Direct Line raises awareness of wedding guests drink driving

• Direct Line launches national drink driving awareness campaign, encouraging Brits to think twice before getting behind the wheel the morning after drinking at a wedding
• The leading insurer has created a visually impactful creative, with a car crashing into a giant wedding cake outside Blenheim Palace, to encourage Brits to ‘Rise Responsibly’

Direct Line has launched a stunning new creative, with a car crashing into a giant wedding cake outside the UK’s most Instagrammed wedding venue¹ Blenheim Palace, to raise awareness of the risks associated with drink driving the morning after a wedding.

This campaign comes as new research commissioned by the insurer reveals 61 per cent of wedding drinkers drink their weekly alcohol limit or more during just one wedding². The research also uncovered one in five (20 per cent) people have been driven by someone they believed was over the drink drive limit the morning after a wedding in the last year.

Blenheim Palace serves as the ideal location for this campaign, as its well-known facade has played host to many high-status weddings over the years³. The impressive three-metre-tall wedding cake was installed in front of the palace’s stately gates, where a car was crashed directly into the giant celebratory confection, to drive home the danger of getting behind the wheel the morning after drinking at nuptials.

The campaign was developed by Weber Shandwick and the display produced by Build Hollywood, as part of Direct Line’s wider mission to promote road safety and encourage Brits to ‘Rise Responsibly’ the morning after drinking. This second iteration of the campaign comes after Direct Line created a world-first Brushalyer Toothbrush last year.

The initiative has also been backed by Dr Joeran Koechling, who recently led a University of Cambridge study into the reasons behind drink driving and Celebrity Wedding Planner, Mark Niemierko, who has shared his expertise in planning high-society weddings whilst ensuring their safety is top priority.

Samuel Day, Interim Chief Marketing Officer at Direct Line commented: “Based on shocking new research that reveals almost a third of wedding drinkers consume 16 alcoholic drinks or more at a wedding, the campaign encourages people to reconsider getting into a car the morning after a wedding when the driver could still be under the influence. Creating this impactful scene outside Blenheim Palace, highlights our commitment to encouraging Brits to ‘Rise Responsibly’ and help keep the roads safe for everyone.”

Source: Direct Line

  Advertising, Blenheim Palace, Direct Line, insurance, Mark Niemierko, Marketing, UK