DRIVE RESPONSIBLY

TitleDRIVE RESPONSIBLY
BrandJUPILER
Product/ServiceBEER
Category F04. Social Behaviour
Entrant BBDO BELGIUM Brussels, BELGIUM
Idea Creation BBDO BELGIUM Brussels, BELGIUM
Media Placement VIZEUM Brussels, BELGIUM
Production BBDO BELGIUM Brussels, BELGIUM
Credits
Name Company Position
Arnaud Pitz BBDO Creative Director
Sebastien De Valck BBDO Creative Director
Frederik Clarysse BBDO Associate Creative Director
Tom Jacobs Freelance Creative
Frederik Clarysse BBDO Creative
Tom Jacobs Freelance Creative
Johan Van Oeckel Freelance Creative
Sofie Verstreken BBDO Chief Strategy Officer
Jesse Donkor BBDO Strategist
Lore Desmet BBDO Account Director
Janne Aerts BBDO Account Executive
Lieselot De Fraine BBDO Account Manager
Patricia Van De Kerckhove BBDO Head of RTV
Marlies Neudt Freelance Producer
Eva Segers BBDO Belgium Producer
Mathieu Schots BBDO Belgium Sound Engineer
Neil Skeet BBDO Belgium Video Editor
Tom Nackaerts BBDO Belgium Head of Studio
Lut Van Lombeeck BBDO Belgium Desktop Publisher
Anton Ceuppens BBDO editor

Write a short summary of what happens in the film

This film is aired only in the media space behind car ads on tv. We hear a voice saying: "Cars built with love are to be used with care. Don't drink when you drive. Jupiler." The same text appears on the screen. We see a paved road passing by. This is a reference to the 27-year old alcohol warning message "Beer brewed with love is to be consumed with care", aired at the end of every beer commercial in Belgium.

Please tell us about the social behaviour that inspired the work

Despite 27 years of airing a "drink responsibly" message at the end of each and every beer commercial, Belgians have a problematic attitude towards drinking and driving. In fact we have the worst drinking and driving record in Europe. 43% of Belgians admits to drinking and driving in the past 12 months. It seems socially accepted to drive a car after having a few glasses to drink. As Belgium's biggest beer brand, Jupiler wanted to create a new message that was no longer ignored and could decrease the social acceptance of drinking & driving. And it did. After the campaign the number of people who tolerate drinking & driving decreased by 12%.