"We were not only looking for a highly creative agency to partner with us, but also one that can effectively use storytelling to reach young minds. WE Communications was the clear winner," says Lebogang Mashigo, society manager at Diageo South Africa.

WE Communications will be using its integrated communications to bolster and strengthen the campaign.

"This is a great consumer win for our agency, and we are proud to be working with Diageo. Using our unique perspective on consumer perception, 'Brands in Motion', we were able to gain insights into how to effectively support the Diageo 'Drive Dry' campaign," says James Wilson, VP and general manager of WE Communications South Africa.

"This campaign will intersect all three of our core industry focal points: technology, consumer and health," adds Wilson.

WE and 'Drive Dry' encourage South Africans to #JoinThePact by pledging to never drink and drive. 

For more information, visit www.we-worldwide.com. You can also follow WE Communications on Facebook or on Twitter.