Although the “Don’t drink and drive” warnings are mandatory in every advertising piece of alcoholic beverages, people no longer pay attention to this message. They are just words. That’s why we decided to carry out an activity that really impacted people in the moment they were consuming beer. Our activity took place in bars and we put people in direct contact with openers that used to be parts of crashed cars.

So, in the moment people were opening bottles, they could really realize what can happen to those who drink and drive.

We visited several scrapyards where we selected parts from crashed cars such as pedals, handbrakes, hitches and windshield wipers.

Then, we took them to a blacksmith and transformed the parts into bottle openers. These parts not only worked perfectly as bottle openers, but also had the logo of the campaign with the message “If you open a bottle, don’t drink.” engraved on them. It was an innovative approach for a beer company to alert its consumers about the dangers of drinking and driving in the precise moment they opened a bottle. Besides the openers, the campaign also included poster and displays with a QR code linked to a site with testimonials from people who lost family members in car accidents caused by drunk drivers.

This activity made people reflect about the dangers of drinking and driving in the moment they were consuming alcoholic beverages. Although the “Don’t drink and drive” warnings are mandatory in every advertising piece of alcoholic beverages, people no longer pay attention to this message. They think something bad will never happen to them. With this activity, we managed to make people stop to think about the subject. We put them in direct contact with the parts that came from crashed cars. Knowing that these parts came from crashed cars provoked debates and a buzz. Therefore, Itaipava managed to make the “Don’t drink and drive” message be more than just words. It became something really tangible.