Canada has the worst rate of drunk-driving deaths in the developed world and the LCBO needed to remind people not to drink and drive ahead of summer long weekends. We created the Muskoka Chair Crash – A series of Muskoka chairs made from the mangled wreckage of cars that had been involved in the very collisions we want people to avoid.

Four chairs were created in total, each of which was displayed at a prominent LCBO location en route to a popular cottage destination.

The campaign was covered by over 20 news outlets internationally, garnering over 3 million impressions.

Creative Director - Jon Lane

Art Director - Ben Egnal

Copywriter - Rob Ramsay

Designer - Ben Egnal