| Brand | DIAGEO LEBANON |
| Product/Service | SMIRNOFF RED |
| Entrant | JWT Beirut, LEBANON |
| Category | BEST USE OF LIVE EVENTS, STUNTS AND OR CELEBRITY ENDORSEMENT |
| Entrant Company: | JWT Beirut, LEBANON |
| PR/Advertising Agency: | JWT Beirut, LEBANON |
The Campaign
Alcohol is one of the main causes of car accidents in Lebanon, Smirnoff wanted an awareness campaign to address irresponsible drinking.
The fact that the nightlife in Beirut, heavily active in summer, has been expanding exponentially over the last years - and almost 60% of the population is under the age of 35 - the Beirut nightlife scene was the strategic area to maximize awareness.
The strategy was simple remind people that it’s very easy to lose focus of reality after a heavy night of drinking.
An interactive stunt was developed communicating one of the main consequences of heavy drinking: Impaired judgment.
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. People were then faced with "fake doubles".
Thousands of the Smirnoff “Guide to Drink Responsibly” were distributed all over the city and Hundreds of partygoers found taxis waiting for them to drive them home…safely.
The Brief
Raise awareness on responsible drinking among partygoers.
Results
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.
Execution
An interactive stunt was developed communicating one of the main consequences of heavy drinking: Impaired judgment.
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. People were then faced with “fake doubles”.
The Situation
Smirnoff wanted to reach out to Lebanese partygoers during summer to remind them to drink responsibly. Knowing that apart from speeding, drink driving is still the number 1 cause of car crashes we needed to reach the partygoers without sounding preachy, so a PR campaign was needed.
The Strategy
How can we communicate this awareness message in a way that appeals to partygoers? The strategy was simple remind people that it’s very easy to lose focus of reality after a heavy night of drinking.