Allen Forbes

Beer league squash had a predictable rhythm: play hard, hit the pub, and hopefully someone had volunteered to be the designated driver. But that decision often came too late—after a few pints, judgment blurs and bad ideas stack up. A smart nudge at the right moment could make a real difference.

Solution

We created Team Heroes, a poster-based campaign designed to intercept recreational athletes at the exact moment they'd be making post-game plans—in the change room. The message was simple: choose your Designated Driver before the first drink, not after the last.

Campaign

Posters were placed in rec league locker rooms, beer league squash courts, and community sport centers across Toronto. Crafted with a sense of camaraderie and realism, they spoke directly to the target with visual cues and familiar tone.

Impact

• Low-cost, high-relevance intervention at a key decision point

• Extended shelf life due to placement in recurring weekly leagues

• Reminder that a bit of craft and good timing can drive real behavioral change

Associate Creative Direction + Copywriting: Allen Forbes, Art Direction: Graeme Jack, Photography and Photoshop: Stu Ross, Creative Direction: Liam Greenlaw.