As the number of road accidents involving cyclists has been increasing in Romania from year to year, Pegas offered a fun lesson on responsibility in the saddle. The Drunk Bicycle shows sober riders what it feels like to ride drunk, via a reversed steering system. Even though it looks manageable if you just focus a bit, testing it proves otherwise - the same fallacy that makes people get on their bikes after a few drinks. The Drunk Bicycle went on a national tour to educate cyclists in 7 cities in Romania, with a clear message: 100% control, 0% alcohol.
I contributed to a project by participating in both the production and post-production of the campaign activation video, helping bring the creative vision to life from shoot to final edit.
