Alcohol is one of the main causes of car accidents in Lebanon. Smirnoff wanted an awareness campaign to address irresponsible drinking.

The fact that nightlife in Beirut, heavily active in summer, has been expanding exponentially over the last few years - and almost 60% of the population is under the age of 35 - the Beirut nightlife scene was the strategic area to maximise awareness.The strategy was simple: remind people that it’s very easy to lose focus of reality after a heavy night of drinking.An interactive stunt was developed communicating one of the main consequences of heavy drinking: impaired judgement.

Measurements and photographs were taken of the main elements that people interact with the most in pubs and nightclubs. They were retouched, printed and placed on location, duplicating the actual elements. People were then faced with 'fake doubles'.Thousands of the Smirnoff 'Guide to Drink Responsibly' were distributed all over the city and Hundreds of partygoers found taxis waiting for them to drive them home safely.

An interactive stunt was developed communicating one of the main consequences of heavy drinking: Impaired judgment.

Measurements and photographs were taken of the main elements that people interact with the most in pubs and nightclubs. They were retouched, printed and placed on location, duplicating the actual elements. People were then faced with 'fake doubles'.

Thousands of the Smirnoff 'Guide to Drink Responsibly' were distributed all over the city. Hundreds of partygoers used the free taxi services provided by Smirnoff.