This one goes back a ways but we couldn't help but include it. This gold Halo award winning poster took deadly aim at the number one killer of teens - drunk driving. A regional beer company came up with the slogan "Pretty Cool, Huh?" and then showed it juxtaposed on a variety of objects in their ads. Soon, even cars were sporting bumper stickers with the slogan. The beer campaign was soon enjoying great popularity among the youth population and this poster for MADD was soon banned on at least one campus, gaining tremendous publicity in the news media. As a result, the free poster became a collector's item and was eventually being exchanged for cash by students.

Advertising not only reflects culture but can also dramatically influence it. The poster's use of a popular ad slogan to highlight the often violent aftermath of the beer company's success was an irony not lost on the casual observer. The media coverage of this controversial poster extended the campaign well beyond the meager budget of the local MADD chapter. And the target market became not only aware of the message, but wanted to own it. Luminor found one thing that made a difference, and moved a market.