Beer: a ticket to ride

Almap BBDO came up with a novel way of discouraging drink driving during the Rio carnival this year – by turning beer cans into tube tickets

AlmapBBDO came up with a novel way of discouraging drink driving during the Rio carnival this year – by turning beer cans into tube tickets.

Created as a campaign for Antarctica beer, the agency developed ‘The Beer Turnstile’, a specially adapted turnstile for the city’s underground system, which recognised an empty beer can as a viable ticket. Through optical reading, the can could be scanned for free access to public transport (see blueprint below).

The campaign aimed to tackle the growing problem of an increase in traffic accidents during carnival time. Apparently drunk drivers are responsible for the increase of 50% of fatal accidents during the time of the year. As a sponsor of the event, the brand was keen to make sure punters arrived home safely.

Whether the lure of a free tube ride can dissuade inebriates from the comfort of their car might seem questionable. But according to the campaign video released this week, in addition to widespread social media coverage, the use of turnstiles was 86% higher than those in conventional turnstiles on the day – with 1000 passing through per hour. And the number of drunk drivers caught dropped by 43%, it reports. Cheers to that.

Creative Director: Luiz Sanches
Creative Director: Marcos Medeiros e André Kassu
Creation: Tiago Pinho e Pedro Paes


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