The objective of this promotion was to raise awareness,
to make people think about drunk driving,
and to draw attention to the Bar Aurora and Botec Ferraz chain of bars.
CONCEPT:
To add the real costs of drunk driving to people’s bar tabs as a way of impacting them
right before they decided whether to drive drunk or not.
To implement this, we went into the computer systems at the bars and added line items like
“Amputation” “Wheelchair” and “Physical Therapy.” When people asked for their tabs at the end of the night,
they were in for a shock.
At first they were upset, but when they got the message,
they were so touched that many people asked to keep their bar tabs.
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