Drink'n'Drive is a Foe, not a Bro

Creative idea

Drunk driving rises in Latvia during the summer months, especially on country roads. The countryside buzzes with events and country music gigs, where driving under the influence is all too common. To calm down all the cowboys, Road Safety Department rebranded the most legendary country band Apvedceļš (Ring Road) to Drošais ceļš (Safe Road) to advocate for clear-headed driving. In this creative twist, the media wasn’t invited to a typical Road Safety Department campaign launch, but rather to the unveiling of the band's new song, with the collaboration and renaming kept under wraps. This sparked immense curiosity and buzz.

Brand name: CSDD (​​Road Traffic Safety Department)
Advertiser / client: CSDD (​​Road Traffic Safety Department)
Product / service: Campaign against drunk driving
Campaign name: Drink'n'Drive is a Foe, not a Bro
Agency network: INDEPENDENT AGENCY
Agency: MAGIC, Riga
Digital agency: Element Digital
Additional company: Deep White, Element Digital
Agency chief executive officer: Andris Rubins
Creative director: Edgars Kuzmins
Art director: Harijs Grundmanis, Aleksandra Prohorenkova
Copywriter: Reinis Piziks
Designer: Toms Vilītis
Account director (agency): Inga Rudovica
Client account director: Ilze Šipkēviča & Mārtiņš Mālmeisters
Strategic planner / strategist: Rihards Ginters & Vairis Strazds
Pr director: Janīna Biteniece (Deep White)
Director: Aiks Karapetjans
Director of photography: Jānis Jurkovskis
Agency producer: Lelde Adele Cīrule & Madara Zaprauska
Post production: Daniels Vuškāns, Guntars Šmits
Additional company: PR agency: Deep White Publicity managers: Janīna Biteniece Oskars Kupše Digital agency: Element Digital Social media managers: Jānis Skribāns Katrīna Ozoliņa Media agency: OMG Latvia Media planner: Elīne Grundšteina