| Brand | DIAGEO LEBANON |
| Product/Service | SMIRNOFF RED |
| Entrant | JWT Beirut, LEBANON |
| Category | Use of Ambient Media: Small Scale |
| Entrant Company: | JWT Beirut, LEBANON |
| Advertising Agency: | JWT Beirut, LEBANON |
Results and Effectiveness
Thousands of the Smirnoff “Guide to Drink Responsibly” were distributed all over the city. Hundreds of partygoers used the free taxi services provided by Smirnoff.
Creative Execution
The strategy was simple remind people that it’s very easy to lose focus of reality after a heavy night of drinking.
To maximize awareness, an interactive stunt was developed communicating one of the main consequences of heavy drinking: Impaired judgment. And placed in the one area where heavy over drinking occurs “The Beirut nightlife scene”.
Measurements & photographs were taken of the main elements that people interact with the most in pubs and nightclubs. They were retouched, printed and placed on location, duplicating the actual elements. And people were then faced with “fake doubles”.
Insights, Strategy and the Idea
Alcohol is one of the main causes of car accidents in Lebanon and as part of Smirnoff’s social responsibility; it needed to remind people to “drink responsibly”.
Knowing that the nightlife in Beirut has been expanding exponentially over the last years and almost 60% of the population is under the age of 35, we needed to reach the partygoers and not preach them.
Credits