Volkswagen revolutionizes the way of talking to young people about drinking and driving: the German automaker together with DDB Argentina launched a special edition of a 0.0% alcohol beer designed especially for drivers. Yes, for the first time in history a car company makes a beer. The strategy behind the idea was to change the focus on how to raise awareness. Instead of showing the dangers of alcohol at the wheel, it was decided to reward responsible drivers when they go out at night, and choose not to drink alcohol; with a cold Volkswagen 0.0% alcohol beer. The event took place in a well-known bar in the city of Buenos Aires.
Chief Creative Officers:Adrian Piattoni, Facundo Varela
Creative Team:Adrian Piattoni, Facundo Varela, Hernan Jauregui, Beto Cocito
Producer:Claudio Migliardo, Sebastian Suarez
Group Account Director:Graciela Combal
Production Company:Gloria Films
Executive Producer:Fabian Zayat
Client:Manuel Gonzalez Quesnel