Part of Alfa’s CSR is to address the issue of road safety during the New Year’s period and it has done so in partnership with the Ministry of Interior. Given that the brief was to address Drinking and Driving, the Leo Burnett team wanted the communication to be straightforward and contain a visual link to the brand. According to published reports, as much as 92 percent of Internet users use emojis. So to remain relevant to the telco industry and the audience it is addressed to, Leo Burnett's creative team opted for the emoji language, using opposite emojis to express the range of emotions and how the dangers of drink driving affect every home. The message is bold and attention grabbing although it has a sense of déjà-vu.