Pint, interrupted
The Government’s latest THINK! road safety initiative includes a pub where you can’t finish your pint.
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Credits
powered by
- Agency VMLY&R/London
- Production Company Dirty Films
- Director Youth Hymns
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Credits
powered by
- Agency VMLY&R/London
- Production Company Dirty Films
- Director Youth Hymns
- Chief Creative Officer Laurent Simon
- Chairman Mark Roalfe
- Creative Director Gavin McGrath
- Creative Sophie Taylor
- Creative George Robb
- Art Director Perle Arteta
- Producer Mary Beth Dooley
- Executive Producer Ben Parkin
- Executive Producer Alex Bedford
- Producer Rosa Junkovic
- Production Designer Xander Mitchell
- Art Director Caspar Phillips
- DP Nic Booth
- Editor/Sound Design Youth Hymns
Credits
powered by
- Agency VMLY&R/London
- Production Company Dirty Films
- Director Youth Hymns
- Chief Creative Officer Laurent Simon
- Chairman Mark Roalfe
- Creative Director Gavin McGrath
- Creative Sophie Taylor
- Creative George Robb
- Art Director Perle Arteta
- Producer Mary Beth Dooley
- Executive Producer Ben Parkin
- Executive Producer Alex Bedford
- Producer Rosa Junkovic
- Production Designer Xander Mitchell
- Art Director Caspar Phillips
- DP Nic Booth
- Editor/Sound Design Youth Hymns
Last night, for one night only, a Birmingham boozer became The Pint Block pub, where an immersive theatre group and a host of influencers educated customers in the art of the Pint Block move – to stop a friend from drink driving.
Created by VMLY&R, the campaign includes a video, directed by Youth Hymns and produced by Dirty Films, as well as 60 specially commissioned illustrations by young artists from across the country – one for each of the 60 young drink-drivers killed or seriously injured every month in the UK.
In a recent survey only 64 percent of people said it was important to step in to stop a friend drink driving – a number that drops to 45 per cent for young males. Sobering statistics indeed.
The illustrations, which were displayed during the pub takeover, feature such booze-related imagery as mosh pits and Mexican waves, and aim to express how it’s cool – rather than awks – to step in and separate a mate from their drink.
Pint Block is the latest iteration of the award-winning THINK! Mates Matter campaign – which has seen a significant shift in young men’s attitudes towards driving while intoxicated.
The campaign is being rolled out with the support of partners including the County FA through its grassroots football clubs, Heineken Zero (who are provided no-alcohol tipples at the event), Drinkaware and insurethebox, which specialises in black box insurance for young drivers.
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