Consumption of alcoholic drinks skyrockets during the Carnival in Rio de Janeiro. During this period there is also an increase in traffic accidents. 50% of these accidents are caused by drunk drivers.
Antarctica Beer being the official sponsor of the carnival decided to make the event safe by ensuring everyone used public transport to get home safely. So with AlmapBBDO they created a beer turnstile that was installed at a subway station where all the carnival groups gathered. On successfully scanning an empty Antarctica beer can at the turnstile, people were allowed to travel for free.
As a result the turnstile was used by 1000 people per hour, thats 86% higher than the conventional turnstiles on the same day. The number of drunk drivers caught on that day also dropped by 43%.