ADC Europe Awards
Category
PR / Events
Annual ID
ADCE25_BE052M
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.
2025 Awards
Total Points: 2
Shortlist
Credits
Agency
MAGIC Agency
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