At 11.30pm on new Years Eve in Paris, the New Year’s Eve countdown was hijacked by the Antoine Alléno Association and Havas Paris. By projecting 2036 on the Arc de Triomphe in the Place d’Etoile – that is 2026 plus the maximum 10-year prison sentence, the Antoine Alléno Association highlighted the severity of penalties incurred in cases of road homicide, and the urgent need to change driving behaviours in order to reduce road deaths.
The prevention message, hijacking one of the most widely watched events in the world, called for heightened caution and responsibility on a night known to be one of the deadliest of the year on the roads. The full message read, “2036. Don’t wait 10 years to celebrate your next New Year. Tonight, no alcohol or drugs behind the wheel. Take care of yourself and of others.”
Since July 9, 2025, driving under the influence of alcohol or drugs or under one of ten aggravating circumstances defined by law and causing a death is no longer classified in France as involuntary manslaughter, but as a specific criminal offence – road homicide, punishable by up to 10 years in prison. However, for the law to have a tangible impact on behaviour, it needed to be known and understood. So, with the support of the City of Paris, the partners turned an unmissable moment into an unprecedented awareness-raising platform, capable of leaving a lasting impression in an instant.
Yannick Alléno, president of the Antoine Alléno Association, commented, “This law was won after three years of tireless campaigning alongside families who refused to accept that the deaths of their children should be classified as ‘unintentional’ or accidental. Getting behind the wheel when you are unfit to drive is a choice and that choice costs lives. The law now finally recognizes this distinction. But that is not enough. Tonight, when someone is about to drive after drinking, they must think about the lives they are putting at risk, the tragedies this can cause, and the 10-year prison sentence they now face if the worst should happen.”
Stéphanie Prunier, partner, Havas Paris, commented, “This operation embodies what we believe in at Havas: putting our energy at the service of meaningful projects that save lives. A law only has value if it is known and understood by everyone. Projecting this message onto the Arc de Triomphe on New Year’s Eve ensures that millions of people understand, in a single moment, that the rules have changed. This is when communication truly matters.”
Stéphane Gaubert, chief creative officer, Havas Paris, added, “On July 9, 2025, a major change in the law came into force. It was essential to make a strong impact on a night when risks are at their highest. Rather than launching a traditional poster campaign, we chose to use the Arc de Triomphe as the largest possible media platform on New Year’s Eve — a symbolic act designed to awaken collective awareness and change behaviour on the road.”
Credits:
Client Association Antoine Alléno
Creative Agency: Havas Paris
CCO: Stéphane Gaubert
Concept Development: Louise Chabrier & Léa Thomas
Copywriter: Antoine Palle
Art Director: Albert Yvert
Executive Director: Sophie Schiari
Partner: Stéphanie Prunier
Head of Strategic Planning: Romain Roux
RP Consultants: Naïri Khemtemourian & Rayan Hien
Head of Production: Carine Petit
Communication & Marketing Director: Béryl de Fayet
Awards Project Manager: Elyse Douchin
Partner: City of Paris
