Liber - "Drink Liber"

SNBB Novagência Ltda São Paulo, Brazil

2590

Brand: Liber
Country: Brazil

Advertiser: Companhia de Bebidas das Américas

Title	Drink Liber
Title (original language)	Beba Liber
Agency	SNBB Novagência Ltda
Campaign	Drink Liber
Advertiser	Companhia de Bebidas das Américas
Brand	Liber
Posted	November 2005
Product	Beers
Product (original language)	Cervejas
Business Sector	Beers, Ciders, Lagers
Tagline	If you're driving, drink Liber
Tagline (original language)	Se for dirigir, beba Liber
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	Outdoor/Out of Home
Market	Brazil
Agency Producer	José Azevedo
Creative Director	Marcelo Lambert
Art Director	Renato Domingos
Copywriter	Nicholas Bergantin
Account Director	Giovana De Luca
Account Executive	Tuca Scalamandré