New Year’s Eve is one of the most celebrated moments of the year, but it is also one of the most dangerous nights on French roads due to increased risks linked to alcohol and drug consumption.
Following a major legal change introducing the offence of “road homicide” in France, the Antoine Alléno Association identified a critical challenge: a law can only create change if people know about it and understand the consequences of their actions before getting behind the wheel.
Instead of creating a traditional road-safety campaign, the Antoine Alléno Association and Havas Paris transformed one of France’s biggest public moments into a national prevention message. By hijacking the iconic New Year’s Eve countdown at the Arc de Triomphe, the campaign replaced the expected celebration with a powerful warning: the number “2036” — representing the year 2026 plus the maximum 10-year prison sentence for road homicide. A symbolic reminder that one irresponsible decision can change lives forever.
On December 31, 2025, at 11:30 p.m., just before midnight, the Arc de Triomphe became the largest road-safety communication platform in France. The projection was followed by a direct message: “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.” Supported by the City of Paris, the activation transformed a universal celebration moment into an emotional call for responsibility, reaching millions of people across France and beyond.
The operation generated exceptional visibility by turning a globally watched cultural moment into a powerful public intervention. By using one of France’s most iconic landmarks as a media platform, the campaign amplified awareness around the new road homicide law and reinforced the urgency of safer driving behaviours. The initiative demonstrated how creativity can make legislation understandable, memorable, and emotionally impactful — turning communication into a tool that can help save lives.
CREDITS
Client: Association Antoine Alléno.
President: Yannick Alléno.
Creative Agency: Havas Paris.
Supported by: Havas Events & Havas Play.
Chief Creative Officer: Stéphane Gaubert.
Partner: Stéphanie Prunier.
Director of Marketing Communications: Béryl De Fayet.
Head of Planning: Romain Roux.
Lead Public Relations Managers: Naïri Khemtemourian and Rayan Hien.
Associate Creative Director: Alvaro Barth.
Art Director: Albert Yvert.
Copywriter: Antoine Palle.
Creative Consultants: Léa Thomas and Louise Chabrier.
Graphic Designer: Erwan Tessier.
Motion Designers: Nicholas Fawcitt and Romain Dubois.
Global Awards Directors: Felipe Silvani and Sophie Lacheze.
Production Company: Prose on Pixels, Paris.
Directors: Hugo Roblin and Nathan Lutz.
Producer: Louise Trojani.
Editor: Gabriel Maria.
Executive Director: Sophie Schiari.
Head of TV Production: Benjamin Besnaïnou.
Photographer: Marc Wolff.
Head of Music & Sound: Ivan Jovanovic.
Sound Designers: Esmeralda Leo and Mathieu Bourassa.
Sound Producers: Hugo Durand, Nicolas Besse, and Willfried Jourdan.
