| Title | DRIVE RESPONSIBLY |
| Brand | JUPILER |
| Product/Service | BEER |
| Category |
D07. Corporate Purpose & Social Responsibility |
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Entrant
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BBDO BELGIUM Brussels, BELGIUM
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Idea Creation
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BBDO BELGIUM Brussels, BELGIUM
|
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Media Placement
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VIZEUM Brussels, BELGIUM
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Production
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BBDO BELGIUM Brussels, BELGIUM
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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 how the brand purpose inspired the work
Jupiler is Belgium’s leading beer brand, and also the most stereotypical masculine brand. For over 30 years, Jupiler had been built on the baseline of “Men know why”.
This positioning is disputed in society, but at the same time the brand is still very influential among men.
In 2019, we all felt that it was time to update that - disputed - positioning, making it more modern.
Jupiler now sees its role in society as to “move men forward” in every way possible. Not in a patronizing way, but in a no-nonsense and simple problem-solving way, just like men are themselves.
Since 8 out of 10 drivers caught drunk are male, Jupiler wanted to move men forward in that area.
Could we move men in finally stop driving when under influence?