ABOUT

This campaign addresses the sensory disconnection caused by alcohol through a surreal visual metaphor that materializes a biological risk: the 70% loss of visual capacity. By stripping the subject of their vision and 'leaving' it physically within the nightlife environment, we transform a statistical data point into physical evidence of an inability to drive. The piece breaks through the 'ad blindness' of the liquor industry by replacing traditional warnings with a visceral representation of sensory neglect. Thus, the message transcends a simple moral to position Ridery as the essential bridge between a fractured perception and a safe return home