© 2017 by Melissa Julien

itsmelissadj@gmail.com  |  Tel: 646.301.6558

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HEINEKEN USA

Raise awareness about decoupling the phrase drinking and driving to citizens in urban environments.

CHALLENGE

Heineken is the world's most international brewer. As a leader in the beer industry with a renowned reputation, Heineken seeks to eliminate drunk driving by encouraging consumers to either drink or drive.

RESEARCH

Cities are growing and influencing their residents.

By 2050, two-thirds of the world’s population will live in urban areas. As urban centers swell in size, 
their influence will only continue to grow.

“Drunk driving is in the past because moving to a city where I have transportation made me stop driving under the influence. There are no excuses anymore.

World Bank

Josh, Account Executive

DUI rates are increasingly dropping in cities

INSIGHT

Millennials are demanding of the urban environment in which they live. 

Therefore, they have the power to change their city’s drunk driving behavior and create disruption. 

Millennials are driving change in cities

MESSAGE

In our city, we’re too driven, creative and innovative to waste time

thinking about such an obvious choice. 

‚Äč

Of course, when we drink, we never drive.

Welcome to the Post DUI World

home of Generation Driven

Print Executions

Experiential 

Employee Engagement 

MEASUREMENT

Team:  Azra Brdakic, Kat Tsampounari, Latoya Sherrelle, Sonya Chitale

          Christel Yan, Liana Pantzari and Tung-Han Lin