The campaign, created by Y&R Miami and produced by Paraná Films, Vaporpost and Mokoh Music, features a long-form online film showing the reactions from patrons at a bar bathroom who are faced with the reflections of Kris Caudilla, a convicted drunk driver currently serving 15 years for vehicular manslaughter in a Florida prison. The activation and film took a year and a half to bring to life and included numerous prison visits and coordination with many State and Federal government entities.
“We hope this message hits home in a relevant way and gives people the courage to intervene when they know someone is about to drive drunk,” said Candace Lightner, founder of We Save Lives. She added, “we often hear from the victims of impaired driving but to our knowledge this is the first time a convicted felon who is now in prison has come forward to do a PSA about the tragic consequences of drinking and driving. We believe Kris’s message will save lives.”
Even after decades of awareness and messages highlighting the importance of intervention and responsibility, drunk driving still kills 30 people in America every day. Federico Hauri, VP Creative Director of Y&R Miami stated, “this is a real guy with a real, powerful story of regret that we believe can break through and change people’s behavior in the key moment before getting behind the wheel.”