The power of the idea resided in the impact of watching a 3m by 2.40m giant gun made out of auto parts in the middle of a park. The message was simple and strong and it caused exactly what we expected; a conversation about a theme that had become everyday, common news; drunken drivers. Ambev, being a big brewery with famous brands was the perfect brand to generate awareness by showing its commitment to responsible drinking.

The results were outstanding; 20,000 people per day have been reached by the gun's message in situ, and also, through Ambev's brand's social networks and Peruvian media's social networks, the video has been shared over 5,000 times, calculating an estimate of 600,000 people reached already. Additionally, the case has been exposed on every main media in the country.