High expectations arise when the largest festival in Southeast Europe meets the CSR initiative of the region’s leading brewery. Our goal was to create a campaign and an engaging festival experience that would capture attention while promoting the important message: Don’t Drink and Drive.
The campaign launched with a completely redesigned TV commercial built around the “Geniuses” concept. Featuring some of history’s most renowned scientific minds, the message was clear and relatable - you don’t have to be a genius to know that if you drink, you don’t drive.
The TVC was supported by a citywide billboard and out-of-home campaign, building awareness ahead of Belgrade Beer Fest.
The festival stand represented the campaign’s grand finale. In an environment defined by large-scale, visually dominant installations, the challenge was to create something memorable within a compact 12 m² space. The solution was an interactive and playful installation designed to attract visitors and encourage participation.
We created a branded driving polygon with remote-controlled cars, a custom-built environment, bridges, and campaign visuals. Visitors tested their reflexes while wearing Drunk Busters Goggles, simulating the effects of alcohol impairment. The experience combined entertainment with education, turning awareness into direct personal engagement.
The stand attracted significant attention throughout the festival and proved highly successful in communicating the campaign message in an accessible and memorable way.
