CALTEX ‘LICENSE TO LIVE’

With 40 road deaths a day in South Africa, how do you inspire safer driving when shock tactics no longer work?

Most brands throw millions at shock-tactic TV, outdoor, radio, and print campaigns, only to be ignored, because fear rarely changes driving behaviour. We took a different route.

At a fraction of the cost, we created License to Live, a lo-fi, insight-driven idea with a high impact on behaviour change. No expensive media buys. No lavish photo shoots. Just a powerful truth brought to life, proving that with the right insight, big ideas don’t need big budgets..

Role: Creative director.