Excuses don’t get far

92% of Bulgarians believe they are exemplary drivers. Yet, Bulgaria ranks second in Europe in road accidents. Drunk drivers are arrogant, and their actions are often supported by excuses, giving a false sense of security

Excuses don’t get far is not an insight, nor a creative platform. It’s the truth.

The project is part of an established initiative by Molson Coors’ Kamenitza brand, called “Alcohol is a bad driver”, which for 17 years has been educating Bulgarians on the importance of responsibility.

Excuses don’t get far is a psychological game of associations. We embraced the notion that certain phrases used by drunk drivers seemingly justify their behaviour, and connected those same phrases with a visual representation of “reaching the end of the road”.

With 0 EUR media budget, the campaign was covered by newspapers, TV stations, digital media outlets, OOH positions, and gained institutional, non-governmental, and business support. Earned 50 publications across T1 and T2 media, earning over 157,000 EUR in exposure. Reached over 136,000 live contacts with the installation and distributed the 3000 branded cans.

The digital campaign static posts reached 902,033 people & gained 343,532 post engagements; the storytelling videos of each smashed can type generated over 1.5 million views with an 89% view rate, meaning most people watched until the end.

The campaign’s partnership with OMV spanned across 93 gas stations nationwide, providing message exposure to over 800,000 monthly visitors through a radio spot, video ad, and print materials. Pro bono.

“Excuses don’t get far” was featured on 3 out of 4 national TV stations.