Max Verstappen, three-time Formula 1 World Champion, is championing a noble cause against drunk driving with the “When You Drive, Never Drink” (WYDND) campaign. This initiative emphasises that the best drivers are those who abstain from alcohol when behind the wheel, promoting safety and responsibility.

In Malaysia, the WYDND campaign introduces Player 0.0, a mobile and sim racing competition designed to highlight safe driving practices. This competition underscores the importance of responsible behaviour, offering participants the chance to showcase their driving skills in a fun, engaging format.

Willemijn Sneep, Marketing Director of Heineken Malaysia Berhad, expressed enthusiasm for the initiative:

“Player 0.0 allows us to deliver our message in a contemporary way by utilising digital platforms and interactive gaming. By incorporating our message into a mobile and sim racing competition, we hope to engage millennials and tech-savvy audiences to emphasise the importance of safe driving in a manner that truly resonates with their everyday lives.”

Participants in Player 0.0 can qualify through online and on-ground events, competing to be named Malaysia’s first Player 0.0. The champion will have the opportunity to sim race with international competitors and meet Max Verstappen. Second and third-place winners will receive tickets to the Formula 1 Singapore Airlines Singapore Grand Prix. You can play it here.

The campaign also includes nationwide activations at participating outlets, where consumers can try out Player 0.0, win prizes, and even qualify for the Malaysia Final. Designated drivers with the highest scores and clear breathalyser checks can win a luxury SUV driving experience. Additionally, consumers who purchase Heineken or Heineken 0.0 stand a chance to win passes to the Formula 1 Singapore Airlines Singapore Grand Prix.

The campaign will culminate in a grand finale on 24 and 25 August, where the Malaysian Player 0.0 champion will be crowned, followed by a viewing party in conjunction with the Formula 1 Heineken Dutch Grand Prix.

This initiative not only promotes responsible drinking but also celebrates the thrilling world of Formula 1, offering fans an exciting blend of competition, safety, and enjoyment.

DISCLAIMER: We at Kakuchopurei do not condone nor advocate the consumption of alcohol. However, should you decide to indulge in social drinking or any activities of that nature, we implore that you drink responsibly and do not, under any circumstances, drive under the influence of alcohol.