During the summer, Brazilians prefer to go to bars, but to drink on the sidewalk.

The problem is that everyone does it and the bars in Brazil usually have a very tiny sidewalk.

It is normal to invade the streets without any security. But do you know what all these people have in their pockets? Their own mobile phones with Waze installed.

So, our idea works on the first run with 100 phones on our bike, but also lives on after with people using their own mobile phones to activate the hack.

Combining the cultural tension of street drinking with the cell phone solution, we divert car routes from the bar streets. With technology and algorithms.

And there is still plenty of space left to take selfies with our 100 cell phone bike.

We created a service that diverts cars from crowded bar streets. So more people can drink there. And more profit the bar owners can have. And all our magic only happened because of him: the cell phone. Of course, we've also brought you a hack using the transit app itself.

The fact is that cell phones are the center of our idea. It is with them that we put the hack into practice. But not only that: because it's a hack made with just two clicks on the cell phone (one to open the app and another to report a blocked route), that anyone was able to replicate the hack and also divert traffic from the street from their favorite bars.

Cell phones put our idea on its feet. And cell phones made it replicable and scalable. Making bars with tiny sidewalks have their spaces expanded successfully.

Brazilians are a super diverse people but, at the same time, have the same quirks. Among several behaviors that Skol manages to appropriate, we found two that seemed very complementary (and promising) to us:

The first one is that people go to bars to hang out on the sidewalks and enjoy a beautiful day but, in general, these bars have super small and tight sidewalks. That is, less space for people to enjoy.

The second one has nothing to do with beer, but has valuable data: Brazilian people suffer with traffic. Heavy traffic. That's why they rely on traffic apps for everything.

Starting from the union of these two promising pieces of information, we put algorithms and creativity working together and promoted an initiative that diverts car routes from the streets of bars, letting them free for people to “invade” and enjoy the way Skol taught them.

We created a service that diverts cars from the streets of bars with tiny sidewalks. So more people can drink there. And more profit the bar owners can have. And all our magic only happened because of him: the cell phone. Of course, we've also brought you a hack using the transit app itself.

The fact is that cell phones are the center of our idea. It is with them that we put the hack into practice. But not only that: because it's a hack made with just few clicks on the cell phone (one to open the app and another to report via the prohibited route), anyone in Brazil, and in the world, can replicate the hack and also divert traffic from the street from your favorite bar.

Cell phones put our idea on its feet. And cell phones made it replicable enough to conquer the world.

Encouraging people to use a traffic app in order to have more fun can seem very brave - well, it actually was -, and our results proved it was worth it. In just two weeks we guarantee more than 37M impressions, 4M views and 3.2 engagements. In addition, many people showed enthusiasm when learning about Skols proposal - we achieved a healthiness of 90% - and more than 900 comments were left on our posts, many of them asking for the presence of Skol bicycles in their favorite cities and bars, and making it clear that Skol was a "genius", our initiative was "what they needed" and our approach was going to "help a lot", to name a few.