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Brazilian beer cans turned into metro tickets to prevent drunk driving

By on Monday, May 13, 2013

Brazilian beer Antarctica, sponsors of Rio de Janeiro’s famous Carnival, came up with a great way to prevent revellers from driving home following a long day of drinking. The Beer Turnstile saw the city’s metro turnstiles revamped to accept empty Antarctica beer cans as ‘tickets’, making public transport a preferable option to using the car.

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Fatal accidents caused by drink drivers increase by 50% at this time of year, and the stunt – as well as being great PR – reduced the number of drunk drivers caught after the event by 43%.

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Involved agency: AlmapBBDO

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