Drive Responsibly

Agency Network: 
December 2019


In 1992, Belgian Brewers added a warning message to their commercials: "Beer brewed with love is to be consumed with care." After 27 years of airing this message, Belgium still has one of the worst drinking and driving records. Causing more than 150 deaths a year. 1 in 4 Belgian drivers admits to driving under the influence in the past month. That’s why Belgian’s biggest beer brand jupiler introduced a new warning message: "Cars built with love are to be used with care." But we didn’t air it during our own ads. We bought the media space right behind car ads. On radio and tv. The messages were aired in the peak period for car ads just before the Brussels Car Expo. Car brands invest millions in safety. Let's give their vehicles the most important safety option of all: a sober driver.

Integrated advertisement created by BBDO, Belgium for Jupiler, within the category: Alcoholic Drinks.

Advertising Agency: BBDO Belgium, Brussels, Belgium
Creative Director: Arnaud Pitz
Creative Director: Sebastien De Valck
Creative: Frederik Clarysse
Creative: Tom Jacobs
Creative: Johan Van Oeckel
Head Of Production: Patricia Van De Kerckhove
Producer: Eva Segers
Producer: Marlies Neudt
Sound Production: Nicolas Van Poeck
Sound Engineer: Mathieu Schots
Account Manager: Lieselot De Fraine
Account Executive: Janne Aerts
Account Director: Lore Desmet
Chief Strategic Officer: Sofie Verstreken
Strategy Lead: Jesse Donkor
Video Editor: Neil Skeet
Final Art: Tom Nackaerts
Final Art: Lut Van Lombeeck
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kleenex's picture

not bad.

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