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CDOT · DUI campaigns

A message that feels personal.

Stories that make the decision personal.

English and Spanish campaigns developed around the people and moments behind the message.

Responsible · Spanish
Responsible · English
La última y nos vamos · 30 seconds
La última y nos vamos · 15 seconds
IZCALLI · English
IZCALLI · Spanish

A series of English- and Spanish-language public service campaigns for Colorado. Film, music, and outdoor communication make the decision not to drive under the influence feel personal.

My contribution
Concept development & creative direction
Collaboration
CDOT / Hispanidad / creative and production teams
The scope
  • Campaign concepts
  • Bilingual creative
  • Outdoor, social & PSA development

The challenge

Public-safety communication has to reach people beyond a generic warning. The challenge is to find an emotional or situational connection that makes the message relevant in a real moment.

The approach

Explore the relationships and settings people already understand: a mother’s concern, a night out, or a music performance. English and Spanish executions respond to the audience and context, rather than treating language as a final translation step.

Think about your mother / Drunk-driving outdoor concept.
Think about your mother / Drunk-driving outdoor concept.
Think about your mother / Drugged-driving outdoor concept.
Think about your mother / Drugged-driving outdoor concept.
Think about your mother / Medication and driving outdoor concept.
Think about your mother / Medication and driving outdoor concept.
Tell it as it is / Direct-language campaign development.
Tell it as it is / Direct-language campaign development.
Tell it as it is / A second outdoor execution.
Tell it as it is / A second outdoor execution.
Family and consequences / Campaign development from the CDOT archive.
Family and consequences / Campaign development from the CDOT archive.

Project credits

Selected Colorado campaign work developed by Gerardo García-Jurado with Hispanidad and project teams for CDOT. Films include Responsible, La última y nos vamos, and IZCALLI. Supporting outdoor concepts come from the CDOT development archive. The IZCALLI PSA received a 2017 Emmy for Best PSA, Single Spot.

What could your brand become?

Big-brand experience, focused on your business. We can start with one challenge, two connected services, or the complete journey.

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