The creative solution came when we thought about a really famous night-life icon: the restroom assistant. We decided to switch him for a gorgeous girl, dressed just like him. This way we could show one of alcohol's effects at bars: thinking every girl is beautiful.The girl gave our target a paper towel that read: If you are starting to find me attractive, perhaps you had too much to drink. It included a taxi phone number. We made contact with 10,000 youngsters in 20 bars all over Mexico City.

The taxi business we used reported a 20% increase in their incoming calls. Most of them came from our target calling from different bars and clubs where we developed the action.