AMSTERDAM – Heineken® has launched a new When You Drive, Never Drink responsible consumption campaign featuring father and son duo, and former Formula 1 World Champions, Keke and Nico Rosberg.
Through a relatable story of familial rivalry where the pair compete with each other in activities such as tennis and fishing, the TV commercial highlights that no matter how confident a driver you are, the best driver is always the one that doesn’t drink and drive.
The insight for the campaign was drawn from Heineken®’s global research on drink driving triggers.[1] This shows that overconfidence in driving ability after consuming alcohol is a key cause of drink driving. The research also showed that the prominence of alcohol-free options, including Heineken® 0.0, made a positive impact on drink driving behaviour.
Gianluca Di Tondo, Senior Global Brand Director Heineken® said “For our When You Drive, Never Drink campaign to have impact, we first needed to delve into the deep-rooted causes of drink-driving. Our global research discovered that, while people don’t set out to drink and drive, often when we’re at the point of decision making, our good intentions falter in the face of temptation. These insights have given us the opportunity to better target our marketing to make real impact by developing a new communications campaign which focusses on the root causes of drink driving.”
Nico Rosberg, Heineken®’s When You Drive Never Drink ambassador said, “Heineken® has devoted part of its F1® partnership to conveying a clear and compelling responsibility message that I myself share – one that leaves consumers in no doubt – when you drive, you never drink. The latest campaign conveys a really powerful message that, regardless of whether you’re a professional driver or not, abstinence behind the wheel is the only option.”
The campaign includes a 30, 60 and 95 second film, supporting digital and social assets and will be launched in multiple countries around the world. The film can be viewed on TV, online and across social media and is available in different formats. Heineken® will continue to communicate a powerful When You Drive, Never Drink message to a global audience through F1 circuit branding, TV, digital activations, live fan experiences and events, dedicated PR initiatives and packaging/point-of-sale activations.
HEINEKEN® is committed to responsible consumption and uses the power of the global Heineken® brand to make moderate drinking cool. Every year, the company directs 10% of media spend to promoting responsible drinking across all operating companies selling Heineken®, with a special focus on When You Drive, Never Drink.
CREDITS:
HEINEKEN
Sr. Director Global Heineken® Brand: Gianluca Di Tondo
Integrated Communication & CMI Manager Global Heineken® Brand Global Commerce: Daniela Iebba
Heineken® Communication Manager Global Heineken® Brand Team: Jose Antonio Casillas
Heineken® Global Communication Manager Global Heineken Brand Team: Jessica Setiawan
Sponsorship Lead F1: Ben Pincus
PUBLICIS ITALY
ATL
Global Chief Creative Officer Publicis WW: Bruno Bertelli
Chief Creative Officer Publicis Italy: Cristiana Boccassini
Global Executive Creative Director: Luissandro Del Gobbo
Global Executive Creative Director: Marco Venturelli
Global Executive Creative Director: Luca Cinquepalmi
Head of Art: Costanza Rossi
Creative Supervisor: James Andrews
International Strategic Planner: James Moore
Head TV Production: Mariella Maiorano
TV Producer: Tania Dal Pra
Worldwide Account Director: David Pagnoni
International Client Service Director: Eleni Charakleia
Account Director: Silvia Ghiretti
Senior Account Manager: Jan Wojtkowski
Digital
Global Chief Creative Officer Publicis WW: Bruno Bertelli
Chief Creative Officer Publicis Italy: Cristiana Boccassini
Global Executive Creative Director: Luissandro Del Gobbo
Global Executive Creative Director: Marco Venturelli
Global Executive Creative Director: Luca Cinquepalmi
Head of Art: Costanza Rossi
Creative Supervisor: James Andrews
International Strategic Planner: James Moore
Senior Strategist: Stuart Williams
Head TV Production: Mariella Maiorano
Digital producer: Jonathan Grassi
Worldwide Account Director: David Pagnoni
International Client Service Director: Eleni Charakleia
Digital Account Director: Alexandra Stoica
Senior Account Manager: Jan Wojtkowski
PRODUCTION
Production Company: Bacon Copenhagen
Director: Martin Werner
DOP: Martin Ruhe
Executive Producer: Mette Jermiin
Producer: Samuel Cantor
Production Designer: Peter Grant
Costume Designer: Pernille Holm
Editor: Russell Icke
Post Production Company: MPC London
Executive Producer: Dafydd Upsdell
Sound Engineer: Raj Sehgal (Grand Central Recording Studio London)
