Cars can get a second life, humans can't

To make the dangers of driving under influence as tangible as possible, BBDO and Jupiler created a new glass that forces beer lovers to face the facts.

One in three Belgians sometimes drive under influence, according to a study done by AB Inbev in 2022. In response to those confronting figures, Jupiler launched a campaign making the dangers of drinking and driving very tangible. And pointing to the non-alcoholic alternatives available today.

And it did not become a traditional campaign. Instead, consumers were confronted at the place of consumption: at the pub, right in their own hands. With a beer glass made using the shards of broken windows from alcohol-related car accidents. The message: cars can get a second life, humans can’t. When driving, drink 0.0%.

Jupiler toured bars in Belgium with the new beer glasses, to put the harsh reality right under the noses of beer lovers. An online platform shows the reactions of pub-goers when holding one of the unique glasses. Because drinking beer from a glass made from a crashed car, is thought-provoking.

To bring the subject to life among the target group and in the media, journalists, influencers, ministers and relevant opinion leaders were sent one of the glasses. While the general public discovers their story through TVC, social video, in print ads and on billboards.

Filed under creative


  • Client

    AB InBev

  • Contacts

    Adrien Mahieu
    Laura Salway
    Josse Peremans
    Alexandre Wellens
    Rob Aerts
    Julie Claus
    Pascaline Vandeperre
    Laure Stuyck

  • Lead Agency

    BBDO Belgium

  • CD

    Antoinette Ribas
    Marc Richard Vander Heyden
    Gregory Ginterdaele

  • Concept Team

    Frederik Clarysse
    Tom Jacobs
    Patricia Van De Kerckhove

  • Art Direction

    Chiara Scherpereel

  • FR Copywriter

    Gilles André

  • NL Copywriter

    Philippe Mertens

  • EN Copywriter

    Philippe Mertens

  • Account team

    Melissa Fastenaekels
    Alexander Neesen

  • CCO

    Pascal Kemajou

  • Strategic Planner

    Karel Lenovich
    Emmanuel Van den Brûle
    Aurélie Russanowski

  • Head of Design

    James Gambrill

  • Design

    Nadia Tweepenninckx

  • Final Art

    Daniela Simons

  • Head of production

    Patricia Van De Kerckhove

  • RTV Producers

    Patricia Van De Kerckhove,
    Marta Michna
    Hans Bos
    Marlies Neudt

  • Production Director Print

    Hans Bos

  • Production Company

    Jekyll n’ Hyde

  • Producer

    Delphine Gilson

  • Video Director/DOP

    Fred Labeye

  • Video Editor

    Bryan Declercq

  • Production Socials

    BBDO Productions

  • Video Director/DOP

    Jasper Vanhauwaert
    Jonas Van Gestel

  • Video Editor

    Jasper Vanhauwaert
    Jonas Van Gestel

  • Sound

    BBDO Productions

  • Sound Engineers

    Mathieu Schots
    Jeremy Vettorel
    Jeroen de Jonghe

  • Glasses

    Rombachs Glass Antwerp – Frederik Rombach

  • Brand Activation Agency


  • PR agency


  • Outdoor media