Direct Line has launched a new campaign aimed at raising awareness about the dangers of driving the morning after attending a wedding.

As a result, the insurance company has drafted ad agencies Weber Shandwick and Build Hollywood, to promote road safety and encourage responsible behaviour, particularly in the aftermath of celebratory events.

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The new campaign features a car crashing into a towering wedding cake outside Blenheim Palace, one of the UK’s most photographed wedding venues.

The move is also part of the company’s mission to promote road safety and encourage Brits to ‘Rise Responsibly’ the morning after drinking.

This second iteration of the campaign comes after Direct Line created a world-first Brushalyer Toothbrush last year.

The campaign has received support from Dr Joeran Koechling, who led a University of Cambridge study on drink driving and Celebrity Wedding Planner Mark Niemierko.

Direct Line Interim Chief Marketing Officer, Samuel Day, noted: “Based on shocking new research that reveals almost a third of wedding drinkers consume 16 alcoholic drinks or more at a wedding, the campaign encourages people to reconsider getting into a car the morning after a wedding when the driver could still be under the influence.

“Creating this impactful scene outside Blenheim Palace, highlights our commitment to encouraging Brits to ‘Rise Responsibly’ and help keep the roads safe for everyone.”