Pernod Ricard UK has launched its annual anti-drink driving campaign by teaming up Absolut Vodka, Capital FM DJ Roman Kemp and Dirty Martini to encourage Better Journeys Home and responsible drinking during the festive season
Pernod Ricard UK is once again celebrating one of the best moments of a night out – the journey home – with the second iteration of Absolut’s #BetterJourneysHome campaign. Absolut, the UK’s number one premium vodka brand, is fronting the digital campaign and this year, is using celebrity talent and leading on-trade partner Dirty Martini to target those most at risk.
Open to anyone in London, Birmingham or Manchester, the campaign will kick off the festive season by offering free taxi rides home during December, to ensure revellers get home safely. They simply need to enter their details via Dirty Martini’s website to stand a chance of winning one. It’s as simple as that.
Featuring Roman Kemp and a few of his friends, Absolut has created a short animation titled ‘#betterjourneyshome’ to raise awareness of the campaign and get people signing up. From bus stop snoozes to tales of toenails and milk float shenanigans – the 60-second film gives a fun glimpse into tales from their journeys home, with hopes of encouraging viewers to pick a safer way home over the festive period.
Roman Kemp comments: “Some of the best memories I have of my mates have been made during journeys home, so I jumped at the chance to help people make their nights memorable for all the right reasons. What better way to get home safely with your friends this Christmas, than a free ride?”
Recognising that the best part of a night out is often the journey home with friends – Absolut wanted to celebrate these moments and continue its work promoting responsible drinking and better journey’s home.
Adam Boita, Head of Marketing for Absolut, said: “Drink-driving figures are unfortunately continuing to rise; so we wanted to think of a creative and fun way to capture the attention of those, who are most at risk on the roads. Teaming up with Roman Kemp and Dirty Martini, our aim is to encourage as many people as possible to seek out safer and Better Journeys Home this festive season and beyond.”
Click here to view Absolut’s #betterjourneyshome 60-second animation: https://youtu.be/AkTGJwPEOHE.
Bookings for Better Journeys Home will open on 29th November 2018 via the Dirty Martini website:
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