Excuses don't get far

Creative idea

Instead of repeating “Don’t drink & drive”, we targeted the mechanism that enables it: excuses. The strategic insight was simple – people defend behaviour through language. If we could break the emotional comfort of these phrases, we could challenge the behaviour itself. We transformed the most common excuses into visual crash metaphors, printed on real, hand-crushed beer cans representing impact and consequence. We created “Deadend” – a wordplay meaning both “by the road” and “end of the road” – a first-of-its-kind in Bulgaria fully autonomous drive-through installation that encourages drivers to rethink their decisions by creating a negative association with poor choices, challenging deeply rooted human hubris.

Brand name: Kamenitza, a Molson Coors Beverage Company
Advertiser / client: Kamenitza, a Molson Coors Beverage Company
Product / service: Beverage industry
Campaign name: Excuses don't get far
Agency network: INDEPENDENT AGENCY
Agency: Huts Group, Sofia
Executive creative director: Tsanka Krusheva
Creative director: Boris R Stoyanov, PhD
Art director: Galislav Asenov, Boris Bratkov
Copywriter: Venelin Ganev, Spas Nikolov
Digital strategist: Antonia Nikolova
Additional company: Radostina Angelova Nedelya Atanasova