Brewers of Romania Association - Be Like a Mother
Information
Campaign: Be Like a Mother
Brand: Brewers of Romania Association
Client: Brewers of Romania Association
Submitted by: WOPA
Background/Objectives
Strategy
Results
Background/objectives:
Hundreds of lives are affected by drunk driving. How do you stop those who want to drive after drinking when they do not want to listen?
Strategy:
Nobody would drive drunk with their mother next to them. Brewers of Romania provoked people to “become mothers” for their friends when they are tempted to drive after having consumed alcohol. A potentially preachy message turned into entertaining and shareable content and experiences.
Results:
In spite of a very limited budget, the campaign reached high visibility and awareness for responsible alcohol consumption.
Point of Purchase Display
Direct mail
