Over half of all road deaths are caused by alcohol – the highest in the world (WHO). Traditional drunk-driving ads are easily skipped, because the last thing an overindulged, holidaying South African fears is death – but there is one thing they’re still afraid of: prison. It’s the only thing that gives pause to the millions of carefree locals would rather drive to their holiday destinations in cars crammed with people and alcohol, than pay for overpriced airfare. This audience is also looking for budget accommodation, so we placed our campaign in the first place they would look, but the last place they would expect: On a budget holidays booking site. Partnering with Daddy’s Deals, a budget booking site with over 1.5m subscribers, we natively marketed real jail cells as bespoke ‘deals’ disguised as accommodation. These ‘deals’ mimicked the look and feel of real listings perfectly, allowing us to write double meanings into every line, only revealing them as drunk driving ads at the end.