Drunk driving rises in Latvia during the summer months, especially on country roads. The countryside buzzes with events and country music gigs, where driving under the influence is all too common.

To calm down all the cowboys, together with Road Safety Department we rebranded the most legendary country band Apvedceļš (Ring Road) to Drošais ceļš (Safe Road) to advocate for clear-headed driving. The name change sparked a huge buzz, gaining coverage from the biggest news outlets and it was a big topic on social media.