Don’t Blow your Bracket

The Tennessee Highway Safety Office tapped EnviroMedia to develop a targeted March Madness-themed campaign to get guys (ages 21-34) home safely after watching games. To get drunk guy’s attention, we made bathroom posters – riffing off brackets, smart decisions, and winning – and plastered them across cities hosting sweet 16 and elite games. Then we asked a simple plea: “Don’t blow your bracket. Get a safe ride home.”