We had to create a campaign that would impact our target, young people between 18 and 24 year-old, making them change perceptions and changing their drinking habits, avoiding driving after drinking.

“Your car rather than your life.”

We decided not to give just a message anymore and put (with help from parents and friends, as partners in crime) a stop to those who wanted to drive after drinking, and to save them from having a real accident we wrecked their cars on their faces.

Youngers are the most vulnerable segment for this type of accidents. “Bad things will never happen to me” is their mindset.

Bud Light seeks a world in which every moment involving beer becomes a positive experience. Knowing that our target is in critical risk of having driving accidents while being drunk, we decided to create a campaign in which the brand not only informs about the risks of this practice, but takes an active role demonstrating the real consequences at the critical moment when they decide to do it...This is, when they feel most invincible.

We run a research to detect three young people who are used to drinking and driving. Then approached their friends and parents, and offered them to become our accomplices. After seven months of pre-production, more than 300 extras, 100+ staff, we gave them an experience that would help them be conscious about the consequences of drinking and driving.

We staged a fake party for them where they got drunk as usual, and when they left the party we offered them a taxi. As the three of them refused to take it, we destroyed their cars so they couldn't drive it in that state.

Over 50 million views in social networks

Over 120 million people reached

Turning The Good Accident into the most shared Bud Light campaign with over 320K shares

This results exceeded Ab Inbev Grupo Modelo's overall benchmark of 15.05% of VTR% by 186%, demonstrating the relevance of content to our audience and the power of our message. We caused the media to take up our message amplifying it even more.