That’s one scary mug…shot

Rikkis doesn't want you to see a criminal when you look in the mirror.


advertiser: Rikkis, Cape Town
agency: Draft FCB, Cape Town
CDs: Schalk van der Merwe, Francois de Villiers
AD: Declan Sharp
copywriter: Andre de Wet
photographer: Chad Henning
account director: Jane Walters

Draft FCB in Cape Town did up this cool little promo for Rikkis, a door-to-door taxi and shuttle service in the South African city, to remind bar patrons of the legal ramifications of drinking and driving. The caption on the mugshot poster backdrop for the bathroom mirror peerers reads: ‘drunk driving makes you a criminal.’ And that’s just the kind of plain speaking that will resonate even with the tipsy (as long as they can still manage to see their reflection).