Formula 1 isn’t just about driving to win. It’s mostly about driving to continue to win.

Because no race is worth it if you can’t get to the end.

Even those with no limits have one. Formula 1 superstars won’t drive drunk.

WHEN YOU DRIVE, NEVER DRINK.

This film wants to demonstrate that Formula 1 is about driving to continue to win by celebrating the most iconic Formula 1 driver who fought to introduce life saving safety measures.

Sir Jackie Stewart, the first F1 safety Champion – shutting down unsafe circuits, introducing mandatory seatbelts and full-faced helmets improving emergency and medical services at racetracks.

The film follows Sir Jackie’s successes in and outside the race track, demonstrating that the success he reached is also because he refused to drink when driving.

The film was launched during the Monza GP in 2016 and broadcast during every race to present the Heineken Sponsorship of Formula 1.

The film wants to encourage people to zero alcohol at the wheel by sharing the best example in Formula 1.

WHEN YOU DRIVE, NEVER DRINK.

Early qualitative research was overwhelmingly positive, praising the message of the campaign and the way we had delivered – to the point where respondents themselves were urging us to give Jackie a drink for his performance alone! The sentiment was echoed across quantitative research evaluating the sponsorship later during the year.

Metrics also showed it had been successful in legitimizing the sponsorship to fans. Alongside our parallel “More than a Race” campaign, “Jackie” contributed to Heineken becoming the 2nd best fitting sponsor in F1 and reaching 2nd place for top of mind awareness amongst F1 fans (according to Heineken’s Sponsorship Effectiveness tracking), even having launched the sponsorship midway through the season.

The campaign is still ongoing and will make a return for the following season, supported by PR and on the ground local activation, but even these initial results are incredibly encouraging.