Designed as a two-part strategy, crowds in the packed stadium were startled by a streaker. As he crossed the field, a number of slides appeared on the big screen with voice-over from commentator, JP Naude - the first one saying, "One too many", the next saying "He’ll be escorted home, who’s driving you?" and finally, a slide with the words, "Celebrate wisely this Easter. An Arrive Alive message brought to you by Guinness UDV".
In the second part of this campaign, the message was reinforced by four guys who were placed outside the stadium, looking drunk and disorderly, handing out flyers saying, "We've been drinking, but we're not driving. Who's the idiot now! Celebrate wisely this Easter. An Arrive Alive message brought to you by Guinness UDV".
It’s a timely message as emergency personnel around the country brace themselves for a weekend of frenetic activity as thousands of South Africans prepare to celebrate over the Easter holidays. In an effort to reduce the high mortality rates over a period that is historically known for its high incidence of road deaths, Guinness UDV launched their new road safety awareness campaign to reinforce the "Don't drink and drive" message.
Raymond Kieser, JWT Cape Town’s MD, is delighted with his creative team’s clever use of media and promotional space. As the local creative hot-shop for the international group, emphasis is placed on pushing creative boundaries, setting client’s brands apart - and having fun in the process! He explains that a lot of organisation went into making the campaign a success, not least briefing the stadium security not to stop the commotion on the field. "As both the streaker and the two "security guards" were hired by the Agency, it was important that they weren’t arrested after the stunt! Fortunately, everyone was happy to go along with our plans, and the guy who agreed to be the streaker even said that it was a dream come true!" he laughs.
Guinness UDV’s involvement in the road safety campaign is part of an ongoing social responsibility project to promote responsible alcohol use amongst South African consumers. Ever searching for new ways to hit this message home, the Easter period presented Guinness UDV with an ideal opportunity to launch a new awareness campaign.
