NZTA: Booze Maths

We all know we shouldn’t drink and drive but, logic goes out the window when you’re a few drinks deep. We start doing these calculations in our head to justify the drive home. That we’ll somehow be the exception to the rule. This relatable behaviour never had a name, making it hard to call out or recognise. So we gave it one. 'Booze Maths'.

Booze Maths. 60"

Booze Maths 30"

Booze Maths 15"

All over the country, Booze Maths was kept top of mind in pubs with a few classic word problems right under the noses of punters.
These thought provoking coasters sparked conversation amongst pub-goers, getting them to identify their own Booze Maths on the spot.

We even managed to get Booze Maths questions in hundreds of Pub Quizzes around the country.

And in pub bathrooms, we literally mirrored pubgoers' flawed logic back at them.

OOH reinforced our message.

Clive OOH

Steve OOH

And on social channels, we made Clive (and Deb) influencers to star in some social first content.

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