This brief was a University group project completed through Hard Edge’s Re:act program. The aim was to produce a campaign targeting driver fatigue in 18–25 year-olds.

Keep it in the Bedroom encourages young drivers to keep their driver fatigue off the streets and in the sheets. The campaign positions the serious topic through the lens of a lively, high fashion aesthetic. The visual identity was informed through findings that 57.1% of our audience regularly consumes fashion content on social media.