People need to be aware of how dangerous drinking and driving can be and that they should call a taxi to drive them home. So, in partnership with one of the hottest bars in São Paulo, we distributed slightly different insulated beer coolers to customers. They had a sound device and a tilt sensor on the inside. Whenever people poured beer into their glasses, they heard the sound of a car crash. On the bottom of the cooler was the message: “Drinking and driving never ends well.”

We started a conversation about the dangers of drinking and driving. And this conversation happened at the most important moment for this topic: when people were actually drinking. About 60% of the people who were impacted by this action took a cab home.