The Beer Turnstile

Carnival in Rio is exuberant and outrageous. So beer brand Antarctica as a main sponsor decided to match their advertising with a potent message of ‘Don’t Drink and Drive’.  Arrive safely at home after drinking by using the a ‘Beer Turnstile’ at the metro station.
A new underground turnstile accepted empty Antarctica beer cans as tickets. Via optical reading, each can was scanned and the passage freed. The person just needed to save the last (empty!) beer can and use it to get home safely.
A really clever idea from AlmapBBDO to keep people away from driving drunk and it actually helped to increase sells and the brand awareness.

from Sina Sommerfeld