Jan Becher Pernod Ricard appealed to Czech readers to be careful on the roads over Easter in 2005, using a reference to the Pieta, the classic scene in which Mary grieves over the body of Jesus. “Please, drink responsibly this Easter” is the message associated with Tequila Olmeca.
The print advertisement, developed at Mark BBDO, won a Golden Hammer in 2005.
(Czech Republic) 
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