Alcohol is a diuretic. Especially beer. When guys drink alcohol, they ultimately end up going to the toilet. That’s why we’ve developed The Pissalyzer, a black heat sensitive sticker placed inside urinals of bars and clubs across Milan that discourages people from drunk driving. The average time for a Caucasian male under 30 to relief himself from one pint is 24.8 sec. 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 bars and clubs in which it was installed. Moreover, during the media 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.