Нестандартная реклама "Drunk valet", рекламодатель: Bar Aurora & Boteco Ferraz, агентство: Ogilvy Brazil

Название: Drunk valet
Агентство: Ogilvy Brazil
Рекламодатель: Bar Aurora & Boteco Ferraz
Страна: Бразилия
Сектор бизнеса: Социальная реклама
Год выхода: 2011
Вид рекламы: Нестандартная реклама

Describe the brief from the client: Brazil has one of the highest rates of alcohol related car accidents. Even after instating a zero tolerance policy on the subject, 40.000 people died due to drunk driving last year. People drink alcohol and think it is ok to drive. The objective of this campaign was to raise awareness, to make people think about drunk driving. The target audience was comprised of the regular customers of Bar Aurora and Boteco Ferraz and new customers from the Internet. The strategy aimed at attacking the problem before it began, that is, before drivers enter the bar.

Creative Execution: The strategy of this campaign was to impact people in the moment that they were most capable of realizing the risks of drunk driving: before their first drink. The action not only drew attention to the cause, but also to Bar Aurora and Boteco Ferraz.

Describe the creative solution to the brief/objective. The creative solution was to place an apparently drunk parking valet to drive the cars. So, as people refused to give up their keys, we delivered a message in the valet ticket: NEVER LET A DRUNK DRIVER TAKE YOUR CAR. EVEN IF THAT DRIVER IS YOU. The real action was recorded without drivers noticing and then transformed in a internet film in order to spread the message.

Describe the results in as much detail as possible. A 100% of the drivers didnt`t let the valet take their car and more people realized that, when it comes to drunk driving, they should be as tough with themselves as they are with others. The customers took the valet tickets with them to show their friends. The message quickly spread on twitter, orkut and facebook around the world. The idea was highlighted on blogs and mentioned on traditional media as an example. Bar Aurora & Boteco Ferraz received the attention they pursued and the most important, people walked away with a handy reminder: no one should drive after drinking. 

Награды:

• Cannes Lions, 2011 (2 место) Promo & Activation Lions (Best Use of Experiential Marketing in a Promotional Campaign)
• Cannes Lions, 2011 (2 место) Direct Lions (Travel, Entertainment & Leisure)
• Cannes Lions, 2011 (3 место) Direct Lions (Charities, Public Health & Safety, Public Awareness Messages)

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