PARIS, FRANCE — On the night of December 31, 2025, at 11:30 p.m., the Antoine Alléno Association “hijacked” the New Year’s Eve countdown to broadcast a powerful road-safety message on the Arc de Triomphe, at Place de l’Étoile in Paris. This operation was designed by Havas Paris, with the support of the City of Paris.
Turning a universal moment of celebration into an act of responsibility
Half an hour before the traditional countdown, the Antoine Alléno Association projected a prevention message calling for heightened caution and responsibility on a night known to be one of the deadliest of the year on the roads.
By projecting the number “2036” on the Arc de Triomphe at 11:30 p.m. on December 31, that is, “2026” plus the maximum 10-year prison sentence, the Antoine Alléno Association sought to highlight the severity of penalties incurred in cases of road homicide, and the urgent need to change driving behaviours in order to reduce road deaths.
“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.”
A powerful spotlight on an issue that concerns us all, as road traffic accidents remain the leading cause of death among young people. By hijacking one of the most widely watched events in the world, this operation transformed a moment of collective celebration into a prevention message with exceptional reach.
A legislative victory that must now translate into real behavioral change
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.
The introduction of this distinct offence into the French Criminal Code, widely recognized for its preventive value by all stakeholders, represents not only a long-awaited form of legal recognition for victims’ families, but above all a crucial tool for saving lives on the road.
However, for the law to have a tangible impact on behavior, it must be known and understood. It is with this objective in mind that the Antoine Alléno Association and Havas Paris joined forces to create this public intervention: turning an unmissable moment into an unprecedented awareness-raising platform, capable of leaving a lasting impression in an instant.
A large-scale operation designed to save lives
Yannick Alléno, President of the Antoine Alléno Association said “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.”
Anne Hidalgo, Mayor of Paris commented on the campaign. “The City of Paris is proud to stand alongside the Antoine Alléno Association this December 31. On this major New Year’s Eve celebration on the Champs-Élysées, watched across France, we wanted to broadcast a prevention message encouraging everyone to act responsibly. This initiative reflects our determination to make road safety a shared priority, especially on nights of celebration.”
Stéphanie Prunier, Partner, Havas Paris added “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 behavior on the road.”
CREDITS
Client: Association Antoine Alléno
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 and Marketing Director: Béryl de Fayet
- Awards Project Manager: Elyse Douchin
Partner: City of Paris
