OREANDA-NEWS. On June 15, 2007 “SUN InBev” and the advertising agency “Lowe Adventa” announced the victory at the seventh Moscow festival of social advertising. On June 15 2007 in the festive ceremony of awarding the winners was held. The social advertising campaign “Drinking while driving kills. Sooner or later. Always!” developed by “SUN InBev” and the specialists of the advertising agency Lowe Adventa has become the winner in the nomination “Harmony in relationships”, reported the press-centre of  “SUN InBev”.

Moscow festival of social advertising founded by Moscow government in 2001, it was held for the first time in September in the framework of celebrating the City’s Day. The Festival attracted attention both of professionals of the advertising business and of Muscovites. Taking into account the displayed interest, Moscow Government decided to hold it annually.

The integrated social advertising campaign was started in May this year and was intended to coincide with the Week of road traffic safety that ended in Russia April 29 2007.The given social campaign became the third stage in the framework of the social corporate program “We will live here!” The aim of the new stage of the social advertising “Do not drink and drive” is to make people think before driving drunk. It does not matter on which occasion you consumed alcohol. What is important is that the consequences will be irreversible.

Since 2004 the brewing company “SUN InBev” with the help of social advertising is conducting the struggle against the irresponsible consumption of alcohol beverages. All advertising spots of the company “SUN InBev”are made according to the “commercial” standards with the adequate budget and involving the highly professional performers.

"We have worked over the project with great enthusiasm, - Yaroslavl Kucherov, the general director of Lowe Adventa, says, - all the employees of the creative department took an active part in the search of the idea and in developing it. The discussions resulted in 17 possible scenarios for the spot. We have probably chosen the boldest, even the most harrowing variant. Such a spot can hardly leave someone indifferent.”  "The spot "Do not drink and drive!" - is our contribution into the development and propaganda of the more conscious, responsible attitude towards life. It is an attempt to make the people once again think over how irreversible can be the consequences of driving drunk.”,- Natalia Batyuk, the Marketing Director of OJSV “SUN InBev” remarked.
 
The spot is available on the web page of “SUN InBev” http://www.suninbev.ru/View.aspx?vid=833&rub=106