Car Caps
Otro Mundo Brewing
Issue 36 | September 2015
Agency
Grey Argentina
Creative Team
Executive Creative Director Diego Medvedocky Creative Directors Alejandro Devoto, Marti´n Stuart, Lisandro Cardozo, Hernan Kritzer Art Director Jorge Martinez Copywriter Rodrigo Raices Production Company Director Rocio Crudo
Date
April 2015
Background
In Argentina, one in four road accidents was as the result of drinking. Despite many awareness campaigns, people just seemed to forget at the moment of deciding whether to have a drink or not.
Idea
Otro Mundo Premium Beer launched a limited edition of 50,000 bottles with bottle caps made from the recycled steel of cars crashed by drunk drivers. Each had a special design and a message, such as: "I was a car door before a cap. Don't Drink & Drive"; "I was a trunk before a cap. Don't Drink & Drive"; "I was a car roof before a cap. Don't Drink & Drive".
This way, awareness was successfully created at a key moment, right before people start drinking.
Results
The campaign received much publicity through TV broadcasts and in newspapers. All the bottles with the special caps sold out quickly. Otro Mundo was contacted by the Ministry of Interior and Transport to declare the initiative of national interest.
Our Thoughts
On the one hand, this campaign seems to be about getting the right message to the right people at the right time – which it does nicely. On the other, it's about using PR to raise awareness and drive preference. So a message encouraging people to drink less is actually about drink more. Worth a Lion for irony.