Publicis Italia has created the new chapter in Heineken®’s commitment to responsible drinking, addressing the important issue of the relationship between drinking and driving.
The concept of the campaign began with an essential desire of the brand: situations exist in which Heineken® doesn’t want people to drink Heineken®.
We are led through history by an outstanding racing driver: Sir Jackie Stewart. The F1 legend of the 1960s and 1970s, who was world champion three times and always an advocate of safety on the track. With the creative reworking of original old videos, we can retrace his incredible career as a racing driver and see him refuse every Heineken® he is offered.
His refusal continues to the present day, when he has now left races far behind but not his great passion for driving.
It is a personal example of an extraordinary figure that becomes a powerful collective message for everyone: when you drive, never drink.
When you drive, never drink.
Agency
Milan
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