Using different advertising supports strategically picked along the main traffic routes out of Madrid, and drawing inspiration from the well-known "ship in a bottle" concept, we replaced the ship with a genuine crashed car, a real write-off raised 8 metres off the ground inside a giant, iconic bottle of alcohol. Certainly, the state in which you are most likely to find a car at the end of a bottle.

We achieved our aim, to convey clearly and convincingly to drivers the real gravity of mixing driving with drinking.