Gobierno De Chile: BEERMAT

Credits & Description:

Advertiser: GOBIERNO DE CHILE
Agency: PORTA
Category: Best Use of Ambient Media: Small Scale
Creative Director: Gonzalo Baeza (Porta)
Art Director: Luis Ramírez (Porta)
Creative Director: Mariano Pérez (Porta)
Copywriter: Alejandro Calleja (Porta)
Account Manager: Daniela Ortiz (Porta)

Execution
Using something as simple as a beermat to comunicate how important is don’t drink and drive. The beermat is a instant example of the consequences, right there in the moment of consuming. When you take the glass the message is deliver: Is an accident heading your way?

Effectiveness
This format along with other supports were of great help during 2012, for a 24.7% decrease in traffic accidents due to alcohol consumption.

Strategy
Generate awareness of the importance of don’t drink and drive. Using something as simple as a beermat to comunicate how important is don’t drink and drive. The beermat is a instant example of the consequences, right there in the moment of consuming.