2009 Winners & Shortlists

The Brief

Smirnoff wanted an awareness campaign that promoted drinking responsibly among the youth. With a limited budget.

Creative Execution

The catch: you can only enter the party if you’re transportation method is a taxi. Therefore tickets to the event included a free of charge cab fair to and from the party, where people can enjoy the night without having to assign a designated driver.

Describe how the promotion developed from concept to implementation

In 2006 a Lebanese family lost its 18yr old son Hadi,to a drunk driving accident.The family opened Kunhadi, a local NGO aimed at promoting road safety among the youth.Hadi’s story has affected the lives of young Lebanese,so that in the past two years,his name and story have become part of the household lingo.Smirnoff and Kunhadi joined forces and threw a mega party in BO Classic,the last place Hadi partied in before he passed away.With the help of the NGO“The Kunhadi Event brought to you by Smirnoff”was promoted & during the event“drink responsibly, call a taxi”was communicated through different mediums.

The success of the promotion.

5,000 young Lebanese turned up to the event in taxies. Also the event got local and regional media coverage for promoting responsible drinking among the youth.