Thousands of ads have already been created to generate awareness about the dangers of drinking and driving. Instead of creating one more warning ad, we created an ad that would detect whether a driver could or could not drive. A Breathalyzer ad. It works as follows: the person blows where indicated and chemical reagents will indicate whether he can or cannot hit the road. And we used the main automotive magazine in Brazil: Quatro Rodas, using an ad insert that went to its 17 thousand subscribers to reach our audience in a differentiated and efficient manner.

The CCR action was the largest distribution of free breathalysers in the country's history, directly impacting 17 thousand subscribers. In addition, the returns in PR represent over three times the amount invested in the action.