How do you raise awareness amongst the young and not so young about drink driving?

To give credibility to the launch of this drive-in which only sells drinks, alcoholic or non-alcoholic and to announce its future opening in three cities in Luxembourg, we developed a brand website and launched a Lux Drink Drive Facebook fan page and we placed ads in the best read freesheet in Luxembourg. The imminent arrival of Lux Drink Drive provoked many reactions on all local medias. It was even raised as a question in Luxembourgish parliament.

After several days of outrage and doubts, the hoax was revealed. And the launch of Lux Drink Drive was replaced by an anti-drink driving message.

A campaign, which surprised, which shocked, which was carried on all media, which was fuelled by countless discussions and which, above all, raised huge awareness of drink driving in the run-up to the festive season.