Drinks giant Ambev aimed to reduce high rates of drinking and driving in Brazil. So with agency Almap BBDO, they came up with a unique Antarctica beer ‘breathalyzer’ campaign. The campaign in a very unique and engaging way showed the young people of Brazil how their judgement skills got affected by alcohol.
Video screens were placed in bars where a normal looking girl invited the customers to take the breath test by breathing into the machine. If they passed, they could go, but if the machine detected alcohol, the girl on the screen would transform into a gyrating, seductive beauty and the machine would spit out a discount voucher for a taxi company. 😆