Heineken Film, Digital The Designated Driver’s Pledge by Poke London, Publicis Italy

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The Designated Driver’s Pledge

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Industry Beers and Ciders, Traffic safety
Media Film, Digital, Interactive & Mobile
Market United Kingdom, Italy
Agency Poke London
Creative Director Colin Byrne, Chris Townsend
Creative Jack Finn, Jake Haynes
Agency Publicis Italy
Chief Creative Officer Cristiana Boccassini
Executive Creative Director Luca Cinquepalmi, Marco Venturelli
Production Sonny
Director Vesa Manninen
Released June 2018

Credits & Description

Sr. Director Global Heineken® Brand: Gianluca Di Tondo
Communication Director Global Heineken® Brand: Anuraag Trikha
Communication Manager Global Heineken® Brand: Daniela Iebba
Digital Manager Global Heineken® Brand: Jessica Setiawan

Global Chief Creative Officer Publicis WW & CEO Publicis Italy: Bruno Bertelli
Chief Creative Officer Publicis Italy: Cristiana Boccassini
Executive Creative Director: Luca Cinquepalmi
Executive Creative Director: Marco Venturelli
Worldwide Account Director: David Pagnoni

POKE London
Group Creative Director: Colin Byrne
Creative Director: Chris Townsend
Creative: Jack Finn
Creative: Jake Haynes
Strategic Planner: Sol Ghafoor
Planner: Alvaro Ojeda
Senior Producer: Rachel Stuart
Film Producer: Andy Thackery
Business Director: Juyong Kim

Production Company: Sonny London
Director: Vesa Manninen
Executive Producer: Gil Kenny
Producer: Alicia Richards
DOP: Tuomo Virtanen

Post Production: MPC London
VFX Producer: Phil Whalley / Dionne Archibald
Colourist: George K @ MPC

Editor: Work Editorial
Composer: Marko Nyberg @ Marko Nyberg Music
Sound Engineer: Nic Cosenza @ Guilt Free
Post Production: MPC London
VFX Producer: Phil Whalley
Creative Director: Chris Townsend / Andre Assalino
Technical Director: Jamie Ingram / Dan Phillips
Developer: Gareth Cozens
QA: Przemyslaw Kaszuba
Published: June 2018
Heineken® has partnered with leading behavioural change experts to develop a programme for its responsible consumption campaign, When You Drive, Never Drink. Based on consumer research data and the insight that behaviour change starts in the place of decision making, Heineken® equipped a bar that encourages people not to drink and drive.
Heineken®, in collaboration with Innovia Technology created a collection of nudges, reminders and prompts to change the psychology of drink drivers. These interventions were tested in a pilot study, conducted over a two-week period, in ten UK bars. The programme was also supported by leading nudge and behavioural design expert Sille Krukow.
The TV commercial will be followed by a digital ‘Designated Driver’s Pledge’ to encourage drivers to publicly commit to staying sober. The digital mechanic is rooted in one of the most frequently applied behavioural devices, that when making a public commitment, people are more likely to keep their promises.
This global commitment will see the support of F1 Legends Nico Rosberg, Sir Jackie Stewart and David Coulthard encouraging driver fans to pledge they’re not drinking tonight and stick to their promise. Launched in June, the ‘Designated Driver’s Pledge’ is set to roll-out globally, with drivers around the world being able to pledge their commitment to staying sober http://thepledge.heineken.com.