| Title | DRIVE RESPONSIBLY |
| Brand | JUPILER |
| Product/Service | BEER |
| Category |
D04. Social Behaviour |
|
Entrant
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BBDO BELGIUM Brussels, BELGIUM
|
|
Idea Creation
|
BBDO BELGIUM Brussels, BELGIUM
|
|
Media Placement
|
VIZEUM Brussels, BELGIUM
|
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Production
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BBDO BELGIUM Brussels, BELGIUM
|
Credits
| 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 |
View Script
Write a short summary of what happens in the radio or audio work.
This commercial is aired only in the media space behind car ads on radio. We hear a voice saying: "Cars built with love are to be used with care. Don't drink when you drive. Jupiler."
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.
Translation. Provide a full English translation of any audio.
"Cars built with love are to be used with care. Don't drink when you drive. Jupiler."
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%.