Category D04. Social Behaviour
Idea Creation BBDO BELGIUM Brussels, BELGIUM
Media Placement VIZEUM Brussels, BELGIUM
Production BBDO BELGIUM Brussels, BELGIUM
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

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%.