Driving in the UK has become a frustration, a chore to endure. Our daily experience is of road rage, traffic jams and congestion charges. But being a driver was never supposed to be like this. Peugeot believes that we need to rediscover the joy and passion of motoring. A belief expressed on our new website that looks at the dos and don’ts of sexy driving and invites visitors to challenge themselves in the virtual DriveSexy Academy. After all, why drive stupid (badly)? Why drive ugly (rudely)? When you can DriveSexy. The project is no longer online, but you can view a screen capture of the animation style here. Awarded merit for best typography at the 2010 MCCA awards. Role: Concept, art direction and design.