CHALLENGE: Tell young drivers to drive safely in a way they’d listen to.

IDEA: We launched a pirate radio station with MC Grindah, serving driving tips and aural filth in equal measure. The spots were personalised to the listener, depending on their weather, location and time. I made the music too.

RESULTS: We never PR’d the campaign. But when another team repeated it years later, Campaign named it the 3rd best radio ad of 2024. Claiming that.