Although BrewDog become a global brand it's still a small punk brewery at it's heart without any big media campaign or HORECA presence. The brand got big just by brewing amazingly good beer and fans spread the word. Since it's a premium beer brand people mainly buy them in liquor stores and just a very few special bar has it on tap. Most of the people buy BrewDog in these stores and after drink it at home or at a party.

We designed custom car shaped beer carriers with a non-alcoholic beer behind the wheel as a reminder not to drive drunk.

It has 3 beers to get lost and one to get home safely.

We believe we found a simple and clear way to communicate responsible driving and strengthened BrewDog's image as a punk brand who cares.

Brewdog's non-alcholic beer (Nanny State) consumption grew by 35% and we believe we reached our target group in a very right moment with our "drink responsibly message". Since we started to distribute these boxes people started to collect and even re-use them and we got orders from other countries.

One person is killed in every half-hour due to drunk driving. Our goal was to draw attention to this problem among Brewdog's customers and to position the brand and the Hungarian distributor as a responsible brand.