Bar O Fio DM Top Drunks by AgeIsobar Sao Paulo

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Top Drunks

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Industry Restaurants, Pubs & Bars, Traffic safety
Media Direct marketing
Market Brazil
Agency AgeIsobar Sao Paulo
Creative Director Carlos Domingos
Art Director Cícero Souza, Henrique Mattos, Cristiano Rodrigues
Copywriter Ricardo Porto, Daguito Rodrigues, Nicholas Bergatin
Producer João Carlos Lima
Released March 2013

Credits & Description

Advertiser: CERVEJARIA Ô FIÔ
Agency: AGE ISOBAR
Category: Bars, Restaurants & Stores, etc.
Advertising campaign: TOP DRUNKS
Creative Director: Carlos Domingos
Art Director: Cicero Souza
Art Director: Cristiano Rodrigues
Copywriter: Daguito Rodrigues
Art Director: Henrique Mattos
Copywriter: Nicholas Bergatin
Copywriter: Ricardo Porto
Producer: João Lima

Ambient Execution Description
We've created these top-trumps style cards, Top Drunks, to distribute to customers as an anti drink-drive measure. Handed out by waiters, the cards compare the number of victims, speed and blood alcohol level of the drivers in car accidents. The "top trump" card is the Super-Taxi card, for which there are no victims.Ô Fiô Bar wanted to encourage a more responsible attitude of its customers. But, bringing this topic to the bar table can be pretty boring. So we invented a new and different way to promote responsible driving. We created a game called Top Drunks. It was similar to Top Trumps. But, instead of cars, the cards represented car crashes. Besides, instead of cars attributes, the numbers reflected the consequences of driving drunk, such as deaths, victims, speed and driver’s blood alcohol level at the time of the accident. The Top Trump Card, the best one in the game, was actually a Taxi. Because, it’s always the best choice for those who drink. The card had the number of the nearest taxi company, so people could call one to pick them up.It was a different way to bring this topic to the table. And the bizarre combination of a game with such a tragic subject was the key to pass our message through: “Don’t let tragedy be part of your fun. Don’t drink and drive.”. We impacted an average of 50 people per day during the campaign, which ran for a month. The numbers of taxis called from the bar increased by 20% (only the taxi that we informed the phone number in the card). And the game was extensively shared in social networks, along with the message.