In Latvia, drunk driving spikes every summer, especially on rural roads filled with country festivals and parties. To reach these “drunk cowboys,” we rebranded the nation’s most iconic country band — from Ring Road to Safe Road — turning them into sober-driving influencers. The new name went viral, carried by a sober-driving anthem, live shows, and a fully integrated campaign.
From Ring Road to Safe Road
Awards
Shortlist
Brand Experience
PR / Events
Details
Categories:
Country:
Year:
Credits
Client:
Road Safety Department of Latvia
Agency:
More PR / Events Works
-
Shortlist Brand Experience PR / Events
DNA of Democracy
MSL GermanySeven.One AdFactory GmbH / Creative House
-
Shortlist Brand Experience PR / Events
Kupata’s Legacy
Bank of GeorgiaGARNAMATACJWT Metro
-
Shortlist Brand Experience PR / Events
MZIA – 12 Citizens
Supermarket / TbilisiIndustria PMC / Tbilisi