Bla Bar Design & Branding RESPONSIBLE SIP by Qg Propaganda

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RESPONSIBLE SIP

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Industry Restaurants, Pubs & Bars
Media Design & Branding
Market Brazil
Agency Qg Propaganda
Creative Director Marcello Droopy Almeida
Art Director Camila Sayuri Miyamura
Copywriter Americo Vizer, Daniel Bayer
Producer Carolina Dos Santos
Released March 2012

Credits & Description

Category: Promotional Item Design
Advertiser: BLÁ BAR
Product/Service: RESPONSIBLE DRINKING
Agency: QG PROPAGANDA
Creative Director: Marcello Droopy (QG Propaganda)
Copywriter: Daniel Bayer (QG Propaganda)
Art Director: Camila Sayuri Miyamura (QG Propaganda)
Copywriter: Américo Vizer (QG Propaganda)
Art Buyer: Alexandre Oliveira (QG Propaganda)
Producer: Carolina Dos Santos (QG Propaganda)
Film Director: Eugênio Gugu Seppi (Sagaz Filmes)
Sound Designer: Serginho Rezende (Comando S)
Sound Designer: Leandro Barduzzi (Comando S)
Media placement: Direct Mail - Mailing Distributed To Opinion Formers And Clients - 15/03/2012

Describe the brief from the client
Since the new and harsher traffic laws did not lower the number of drunk drivers on the streets, we devised a stunt and a direct mail action to raise awareness on the subject.

Describe the challenges and key objectives
We created the Responsible Sip - a mug with funny quotes, to help raise awareness on the subject. They were sent to opinion formers, and also served to drivers as soon as they arrived at the bar.

Describe how you arrived at the final design
The relevance is simple: it worked. For the first time since the new law was implemented, we actually see drivers switching their drinks to non-alcoholic ones, something that is very difficult, since drinking and driving are almost a cultural thing in our country.

Give some indication of how successful the outcome was in the market
First of all, people thought the mugs were so funny that we have a lot of them MIA. Most of the drivers impacted by the Responsible Sip, switched their drinks to non-alcoholic ones. And the ones who didn’t, received a card with a taxicab number, so everyone got the message.