THE CAMPAIGN: The National Highway Traffic Safety Administration’s (NHTSA) Ride Sober or Get Pulled Over campaign educates motorcycle riders on the dangers and consequences of alcohol-impaired riding. Drunk driving kills over 10,000 people per year. and motorcyclists are overrepresented in deadly drunk driving crashes. NHTSA has found that high-visibility enforcement coupled with high doses of media messaging has demonstrated positive behavior change. The campaign includes national television, digital and social tactics to deliver the message that if you ride under the influence, you are risking your life and a DUI. Law enforcement is actively working to prevent this and save lives. THE STRATEGY: Motorcycle culture prioritizes freedom and celebrates challenging authority. Research conducted by NHTSA found that the target audience (25- to 54-year-old motorcyclists) were more likely than operators of other vehicle types to die in alcohol-related crashes. However, there’s a fundamental belief among riders that law enforcement intervention is not needed for drunk riding because they only hurt themselves, unlike drivers of other vehicle types. Understanding the mindset of a rider and authentically appealing to their sense of freedom while communicating that they’re not the only people on the road and that there are serious consequences for drunk riding was the priority. THE PRODUCTION: Working with Justin Barnes (director) and Versus (production company), we wanted to appeal to motorcyclists’ sense of style, love of the open road, and passion for all things motorcycle culture. To produce “Cross the Line” we coupled high energy, live-action, black and white footage with a mix of photoreal cinematic CG, motion graphics, visual effects and pops of color to tell a unique, bold and visually striking story that riders would remember. The resulting spot takes viewers on a seamless visual journey of an impaired ride home using a highly recognizable symbol (the line) as a metaphor for pushing their own limits and, ultimately, getting a DUI.