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Ambev: Antarctica Breathalyzer

Published on .



Drinks giant Ambev aimed to reduce high rates of drink driving in Brazil with this 'breathalyzer' campaign for its Antarctica beer brand, designed to show young people how their judgement skills are affected by alcohol. It placed video screens in bars where a normal-looking girl invites customers to take the breath test by breathing into the machine. If they pass, they can go, but if the machine detects alcohol, the girl on screen transforms into a gyrating, seductive beauty - and the machine spits out a discount voucher for a taxi company. Customers can select from different girls, or guys, to take the test.

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