In Italy the major cars incidents between young adults are caused by alcohol. Furthermore our core target (18-30 years old) are traditionally unresponsive to anti-drinking message.For these reasons, our client asked us to find a way to catch people's attention in a direct and relevant way bypassing their natural cynicism regarding these kind of messages.

Alcohol is a diuretic. Especially beer. When guys drink alcohol, they ultimately end up going to the toilet. The average time for a Caucasian male under 30 to relief himself from one pint is 24,8 sec.

So we developed The Pissalyzer, a black heat sensitive sticker placed inside urinals of bars and clubs across Milan that discourages people from drunk driving. The Pissalyzer, cooled by ceramic and running water, discloses after 25 seconds its message: IT’S TAKING YOU TOO LONG FOR HAVING DRUNK ONLY ONE BEER. CALL A CAB.

The Pissalyzer received huge interest, with the installation creating buzz amongst the bars and clubs in which it was installed. Moreover, during the direct activity there was a 65% increase in consumers hailing cabs from these locations (thus a decrease of drink-driving incidents in the areas where the campaign was run). This initiative is now planned to expand to other clubs and bars across Milan with the support of the owners.