J&B Nightology is the night which reinvents itself.

Facing the problem of traffic accidents caused by alcohol, J&B wants to offer youth, transportation alternatives to driving. We informed the target about the alternative public transportation offered by the government (taxi, bus, metro) so they could finish the night were they started: safely back at home.

Using a constructive point of view, and with high media presence, the campaign improved the awareness rate (if you go out and drink, there are other alternatives to driving your own car), positively influencing youth behaviour about this problem.