“Alcohol and car? That doesn’t rhyme!” – Kompania Piwowarska launches its musical social campaign featuring Piotr Fronczewski and PIH
There are some things that simply do not go together, like a car and alcohol – that is Kompania Piwowarska’s philosophy, which in 2022 materialises in a new form.
In its latest social campaign, Kompania Piwowarska set out an ambitious goal – to find a new form of communication encouraging to never drink and drive, and engage in it as many people as possible. The leader of the brewing industry in Poland searched for inspiration in the world that “rhymes” well with beer – music. As a result, the “Alcohol and car? That doesn’t rhyme!” campaign was created, dedicated to promoting responsible alcohol consumption. It will be personally supported by Polish celebrities, who will collect various rhymes to create one rap song, at the same time proving that “car and alcohol” do not rhyme.
The main character of the campaign will be Piotr Fronczewski, associated with the music scene as Franek Kimono, and PIH – legendary Polish rapper. The artists will take on the challenge to create a rhyme song with the help of the participants invited to collaborate within the nation-wide campaign via video services, Spotify and social media. The beats for the campaign ambassadors were provided by Magier, Polish composer, producer and musician.
– We have spent years educating the society on responsible alcohol consumption. One of the groups we address are drivers. Our message remains the same – do not drink and drive, but we are looking for new forms of communication that will attract attention. This time, we decided to use music, as we believe it is a universal and effective platform to communicate the society – says Grzegorz Adamski, Public Affairs and Sustainability Director at Kompania Piwowarska.
The campaign participants will be able to present their lyrics ideas across Kompania Piwowarska’s social channels and win prizes: speakers and Spotify Premium subscriptions. Using the best rhymes, PIH will write the lyrics for the song, which he will then record in September together with Piotr Fronczewski.
– We have been observing that driving under the influence of alcohol becomes less and less socially acceptable. However, that does not change the fact that we need to continue educating people on this subject. We are pleased to see campaigns addressed to both drivers and other road users. It translates into growing social awareness and responsible decisions and behaviours – says Dorota Olszewska, President of Stowarzyszenie Partnerstwo dla Bezpieczeństwa Drogowego, which took the campaign under their patronage.
The project promoted with an advertising campaign was launched mid-July. It will end in September with the release of the song created by Piotr Fronczewski and PIH, which will debut on streaming platforms and as a limited-edition audio tape.
The creative concept, campaign execution, media planning and buying was delivered by the V&P advertising agency.