The creative agency Play Team from Banja Luka has created a socially responsible holiday campaign for Molson Coors, “Celebrate Responsibly – If You Want to Drink, Don’t Drive”, which runs from 15 December until the end of January 2018. The goal of the campaign is to change the drivers’ attitudes and influence their awareness not to engage in traffic if they are under the influence of alcohol.
An illustration that has attracted attention to billboards, magazines, posters, and other promotional materials shows a young person who celebrates with friends and their favorite beer, Jelen, and if they decide to drive under the influence, they are just one step away from tragedy. The slogan “Celebrate Responsibly” invokes responsibility when drinking alcohol during the holidays, and warns don’t drink and drive.
The campaign was supported by the City of Banja Luka, and along with the Molson Coors company it is jointly implemented by the Ministry of Transport and Communications of Republika Srpska (RS), the RS Ministry of Interior, the Traffic Safety Agency, the RS Inspection Administration and the RS Auto-moto Association of RS.
“Our client Molson Coors and the brand Jelen beer continue to realize socially responsible projects, and our creative team has been pleased to participate in creating a campaign that will leave the impression on drivers, awaken their consciousness and call for special attention during the holidays when alcohol consumption increases,” Play Team said.
Driving under the influence and speeding are the biggest causes of traffic accidents with the most severe and very often fatal consequences. We appeal to drivers not to drive if they have consumed alcohol, and to use public transport services and taxis. Or to arrange a designated driver during this festive season.
