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By Imogen Watson, Senior reporter

November 30, 2018 | 2 min read

As part of its annual drink-driving awareness initiative, Pernod Ricard UK has released its second iteration of Absolut’s #BetterJourneysHome campaign.

As part of the digital campaign, Absolut is giving away free cab rides this Christmas to encourage safer journey's homes. Capital FM DJ Roman Kemp is fronting the campaign to put brakes on drink driving this Christmas; a time when driving under the influence is more prevalent. Joining the radio DJ and drinks brand on the campaign is on-trade partner Dirty Martini.

To raise awareness of the campaign and get people signing up, Kemp and friends have created a short animation titled ‘#betterjourneyshome.’

The animation visualises a discussion between Kemp and his pals on the funniest tales from their journey's home after a night out. From bus stop snoozes to tales of toenails and milk float shenanigans, the light-hearted film aims to encourage viewers to pick a safer way home over the festive period.

The competition to win a free ride home is open for anyone in London, Birmingham or Manchester to enter via the Dirty Martini website.

Adam Boita, head of marketing for Absolut, said: “Drink-driving figures are unfortunately continuing to rise; so we wanted to think of a creative and fun way to capture the attention of those, who are most at risk on the roads.

"Teaming up with Roman Kemp and Dirty Martini, our aim is to encourage as many people as possible to seek out safer and Better Journeys Home this festive season and beyond.”

Roman Kemp commented: “Some of the best memories I have of my mates have been made during journeys home, so I jumped at the chance to help people make their nights memorable for all the right reasons. What better way to get home safely with your friends this Christmas, than a free ride?”

Creative Creative Works Pernod Ricard

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