2014. Almap BBDO, Brazil
Together with Almap BBDO, we came up with a creative and socially responsible concept called the ‘Beer Turnstile’.
This idea is a true manifestation of ‘Don’t Drink and Drive’. By revamping the metro turnstiles at Rio de Janeiro’s Carnival to accept empty Antarctica beer cans as tickets, carnival goers could get home safely via public transportation.
Overall, the innovative turnstiles proved to be a huge success, as the number of drunk drivers caught during the Carnival dropped by 43%.
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