Agency: Vayner Media
Copywriter: Tom Jackson.
The Problem: Make the most of the massive Super Bowl audience by creating a social campaign that helps people give a damn about drinking and driving, and gets them home safely after the game.
The Solution: To support Helen Mirren's SuperBowl spot (created by Anomaly) we created a social/digital extension that helped people figure out all the ways they could get home that didn't involve drinking and driving.
To activate Helen's message we created a service, which we promoted socially, that helped people find ways to get home from watching the big game besides driving drunk. Users simply put in their zip code and a list of transport options in their area was generated.
We also had the goal of raising one million dollars for safe ride programs so Bud donated $1 every time #GiveADamn was shared socially. That goal was reached by the end of the night.