Heineken Mexico and LePub Mexico’s social experiment highlights the significance of selecting the designated driver carefully. With the tagline “The best driver is the one who does not drink unless it is Heineken 0.0,” the beer company and the creative agency LePub Mexico, with support from Publicis Groupe Mexico, launched a social responsibility campaign that features their brand ambassador, Checo Perez, as the star of a distinctive social experiment. The campaign’s goal is to increase awareness of the significance of selecting the designated driver wisely by proving that, aside from Heineken 0.0, the best driver is the one who never drinks.
Checo Perez conducts the experiment as a taxi driver in a vehicle equipped with covert cameras, ready to re
cord the emotions of unwary patrons. Following their initial shock upon realising who was driving, the passengers instantly go still when they realise Checo is sipping a beer while operating a vehicle. Nobody realises what’s going on until the very end, when it’s revealed that the beer is a non-alcoholic Heineken 0.0, and they all express relief.
Beyond documenting Mexicans’ hilarious responses to meeting Checo, the primary goal of Heineken®️ 0.0 is to spread an important message about responsible consumption. Through this partnership, we show that enjoying yourself and being accountable can go hand in hand. Marta Garcia, vice president of marketing for Mexico, stated, “We wanted to have the best driver in Mexico, proving that the best driver is the one who doesn’t drink and drive.”
With this campaign, Heineken together with LePub Mexico not only seeks to raise awareness about the dangers of drinking while driving, but also to empower people to make safer and more responsible decisions. By choosing Mexico’s most outstanding driver we want to emphasise that drinking alcoholic beverages while driving is unacceptable and carries many risks, whoever is behind the wheel. “Our campaign for Heineken reiterates the fact that no matter how good you are behind the wheel, if you drink, you can’t be the best driver. And there’s no one better to say it than one of the best drivers in the world. It’s a beautiful campaign for a client who understands the role they play in the culture and sees the value of these kinds of ideas in a specific context. It’s one of those projects that seems like it needed the right time and the right place to work and we were lucky enough to come across both. Checo Perez is loved by Mexicans for what he represents, an idol in this market, so it was immensely fortunate to be able to have him deliver such an important message.” said Eoin Sherry, global executive creative director of LePub.
Once again, LePub Mexico joins forces with Publicis Groupe Mexico to step outside the box, with great creativity and innovative ideas, which in record time have managed to go viral through the social networks of Heineken 0.0. and Checo Perez himself.
