The story behind the campaign
Challenge
People think that Racers break the limits of speed. Racers break the limits of themselves. Racers break the limits of rewards. Racers break any limits. But there is one exception. Drinking and driving would mean throwing it all away in a heartbeat.
The brief was to find a responsible drinking message which would resonate in the Formula 1 world and that would build the overall Heineken POV that Formula 1 is much more than just a race.
The Objective was to reinforce Heineken’s long term commitment to encourage responsible drinking. "When You Drive, Never...