Brazilian beer cans turned into metro tickets to prevent drunk driving
By Alex Mansell on Monday, May 13, 2013
Brazilian beer Antarctica, sponsors of Rio de Janeiro’s famous Carnival, came up with a great way to prevent revellers from driving home following a long day of drinking. The Beer Turnstile saw the city’s metro turnstiles revamped to accept empty Antarctica beer cans as ‘tickets’, making public transport a preferable option to using the car.
Fatal accidents caused by drink drivers increase by 50% at this time of year, and the stunt – as well as being great PR – reduced the number of drunk drivers caught after the event by 43%.
Involved agency: AlmapBBDO
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