Nicholas Bergantin
Copywriter at ageisobar
São Paulo, Brazil
TitleIf you drink, don't drive
Title (original language)Se beber não dirija
Agency
Campaign Responsible Consumption
Advertiser Companhia de Bebidas das Américas
Brand AmBev
Product Wines and beers
Product (original language) Vinhos e cervejas
Tagline In this Carnival, if you drink, don't drive
Tagline (original language) Neste Carnaval, se beber não dirija
Story The opportunity advertisement promotes the campaign of responsible consumption by AmBev, taking place during the Carnival season, showing that Liber is the only beer that allows the combination of drinking and driving.
Story (original language) O anúncio de oportunidade divulga a campanha de consumo responsável da AmBev, realizada no período do Carnaval, e comunica que Liber é a única cerveja que permite a combinação bebida e direção.
Philosophy The choice of street clocks as a mean of communication exactly during the Carnival season was responsible for leveraging the success and recall of the campaign. The clock contained in both front and back two different messages, one completing the other. The messages were inserted between and the drivers were able to see them as one piece. At the same time, as people were driving along the main avenues of the city, they were impacted by the message of responsible consumption: "In this Carnival, if you drink, don't drive." followed by "If you're driving, drink Liber".
Philosophy (original language) A escolha dos relógios de rua como meio de veiculação, justamente no período de Carnaval, foi um alavancador do sucesso e recall da campanha. O relógio continha na frente e no verso duas mensagens diferentes, porém complementares entre si. As mensagens eram intercaladas, permitindo aos motoristas vê-las por inteiro. No momento em que as pessoas se deslocavam pelas principais avenidas da cidade eram impactadas pela mensagem sobre consumo responsável: "Neste Carnaval, se beber não dirija." e, na seqüência, por outra mensagem com a solução: "Se for dirigir, beba Liber."
Problem The challenge was to warn people about the dangerous combination of alcoholic beverages when driving, specially during the Carnival Season - when consumption increases - and, at the same time, to take the opportunity to present a solution: Liber, the only beer with 0,0% alcohol.
Problem (original language) O desafio era alertar as pessoas sobre a perigosa combinação de bebidas alcoólicas com direção, principalmente na época de Carnaval - quando o consumo cresce - e, ao mesmo tempo, aproveitar a oportunidade para apresentar uma solução: a cerveja Liber, única cerveja 0,0% de álcool.
Media Type Others
Creative Director
Art Director
Copywriter
Account Director
Account Executive
Agency Producer

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