Drinking and driving is still a problem because the messaging of Drink Responsible and Drink In Moderation is ambiguous and not clear.
To change the message we have to change the language to No Negotiations. When you drink you can not drive.
Replace ambiguity with clarity by communicating Zero=Zero.

Brand Identity

An identity and logo that is clear, familiar, and reinforces our message.

Traditional with A Twist

The first thing you see are traditional ads with ambiguous language you've come to expect and place it all around town.

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Make A Statement

The vandalism is removing the language of ambiguity and replacing it with the language of clarity.

Let's Be Clear

After a couple of weeks, you pass by and see the ambiguous language vandalized and replaced with clarity.

Getting Noticed

Paid media is getting a lot of earned media, which is the point of the vandalism- create buzz.

People are seeing it.

Media is talking about it.

Heineken USA CEO, Ronald den Elzen admits "We did it. We are so invested in changing the language we started with our own language."

Grabs media attention, who did it is all over the place and has become buzzworthy.

Video

A journey from where we came from to where we want to go.

Heineken Bowl

An immersive pop-up experience where Bowling is a Zero Sum Game and gutter balls are celebrated.

Partnership with Bowlmor Lanes, where bowling for Zero.

Creates sponsored content HUSA shares on social media.

People also take part in removing ambiguous language and replacing it with clarity.

Creates an experience with HUSA that people with share on social media at no additional cost.

Full Circle

Campaign started from one with language of ambiguity and becomes one with language of clarity.