Heineken Mexico

When you Drive, Never Drink!

Agencies: LePub México LePub Italy


As part of its social responsibility campaign, carrying the slogan "The best driver is the one who does not drink unless it is Heineken 0.0," the beer company together with creative agency LePub Mexico, supported by Publicis Groupe Mexico, once again turn to their brand ambassador, Checo Perez, to star in a unique social experiment. The campaign aims to raise awareness about the importance of choosing the designated driver correctly, demonstrating that the best driver is the one who never drinks, unless it is Heineken 0.0.

In the experiment, Checo Perez plays the role of a taxi driver in a car filled with hidden cameras ready to document the reactions of unsuspecting passengers. The passengers, after an initial surprised reaction upon recognizing the identity of the driver, immediately freeze up upon noticing that Perez is drinking a beer while driving. It’s only at the end, after revealing that the beer is a non-alcoholic Heineken 0.0, that everyone understands what is happening and show their relief.

"At Heineken®️ 0.0, beyond capturing the funny reactions of Mexicans when meeting Checo, the main objective is to convey an essential message about responsible consumption. With this collaboration, we demonstrate that having fun and being responsible can go hand in hand. We wanted to have the best driver in Mexico, demonstrating that the best driver is the one who doesn't drink and drive," said Marta Garcia, VP of Marketing Mexico.

"As a professional Formula 1™ driver, I am thrilled to collaborate with Heineken 0.0 to promote responsible alcohol consumption. In addition, the recording of the video was an incredible experience that gave me authentic moments with my fans. I am sure that this type of campaign with a valuable message is the type of content that we must continue to create," said Checo Perez.

With this campaign, Heineken together with LePub Mexico not only seeks to raise awareness about the dangers of drinking while driving but also to empower people to make safer and more responsible decisions. By choosing Mexico's most outstanding driver we want to emphasize that drinking alcoholic beverages while driving is unacceptable and carries many risks, whoever is behind the wheel.

"Our campaign for Heineken reiterates the fact that no matter how good you are behind the wheel, if you drink, you can't be the best driver. And there's no one better to say it than one of the best drivers in the world. It's a beautiful campaign for a client who understands the role they play in the culture and sees the value of these kinds of ideas in a specific context. It's one of those projects that seem like it needed the right time and the right place to work and we were lucky enough to come across both. Checo Perez is loved by Mexicans for what he represents, an idol in this market, so it was immensely fortunate to be able to have him deliver such an important message," said Eoin Sherry, Global Executive Creative Director of LePub.

Once again, LePub Mexico joins forces with Publicis Groupe Mexico to step outside the box, with great creativity and innovative ideas, which in record time have managed to go viral through the social networks of Heineken 0.0. and Checo Perez himself.

This professional campaign titled 'When you Drive, Never Drink!' was published in Mexico in March, 2024. It was created for the brand: Heineken Mexico, by ad agencies: LePub Italy and LePub México. This Film medium campaign is related to the Soft Drinks industry and contains 1 media asset. It was submitted 22 days ago.


Agency: LePub Italy and LePub México
Group: Publicis Groupe
LePub Italy:
Global CEO LePub, Global CCO Publicis Worldwide: Bruno Bertelli
Global Chief Creative Officer: Cristiana Boccassini
Chief Creative Officer: Mihnea Gheorghiu
Chief Creative Officer: Milos Obradovic
Global Executive Creative Director: Eoin Sherry
Global Creative Director: Jack Christensen
Art Director Supervisor: Mattia Anelli
Copywriter Supervisor: Andrea Zanino
Account Director: Rossana de Rosa
LePub México: CEO Publicis WW and LePub México: Juan Carlos Tapia:
CCO Publicis Mexico: Luis Sordo
Managing Director: Almudena Blanco
Group Creative Director: Luis Nuñez:
Creative Director: Jorge Cordero
Creative Director: Rubén Cabezas
Production Director: Roberto Collazo
Producer: Ana Galván
Group Account Director: Carlos Ascencio:
Account Supervisor Sr: Daniela Perdigon
Heineken 0.0 Brand Team
Brand Director: Jose Antonio Lie
Brand manager Heineken Mx: Rosamaria Treviño
Sr Brand executive: Daniel Rábago
Media Lider: Julia Sánchez
Heineken Global
Nabil Nasser: Global Head of Heineken and Amstel brands
Daniela Iebba: Global Heineken Brand Strategy and Communication Director
Guilherme De Marchi Retz: Global Heineken Communications Manager
Thomas Mulders: Global Heineken Sponsorship Manager
Joao Lopez: Global Heineken Sponsorship Manager


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