Antarctica beer brought to its consumers an effective idea of responsible alcohol consumption, different from traditional TV campaigns and brochures. The Beer Turnstile made consumers who had had a drink use public transport without paying anything else for it, giving them the opportunity to go back home safely. A new experience between the consumer and the brand that generated engagement of thousands of people for the responsible alcohol consumption cause.

The population promptly participated in the action and The Beer Turnstile had more than 1,000 users per hour. A number 86% higher than in other turnstiles during that day. About 200,000 people were directly impacted at the station and more than 3m on social networks. $1.7m generated in spontaneous media: the Beer Turnstile became news on TV and print, which discussed the brand’s role in educating the population. The collected beer cans were donated to a recycling NGO, totalling 150kg. And the most important result: according to official data, 43% fewer drivers were caught drunk driving.