Brewdog beer hacked Waze to highlight drunk driving accidents in Brazil

Campaign by Leo Burnett Tailor Made ran during Carnival in Sao Paulo

Published On
May 01, 2019

Editor's Pick

Beer brand Brewdog  called attention to the dangers of drunk driving in Brazil with a campaign that hacked the traffic app Waze to show previous accidents.

"Throwback Crash," created by Leo Burnett Tailor Made, targeted drivers during Sao Paulo's Carnival, a time when drunk driving numbers spike. (Sao Paulo  already has the country's highest number of deaths from road traffic accidents, with intoxicated driving being the second highest cause.)

Brewdog mapped 50 previous fatal traffic accidents due to alcohol and marked them as accidents on Waze during the 15-day Carnival period. Whenever a user clicked on a report, they saw an image and news related to the accident that happened at that exact location, with the message "Don’t let it to happen again. Don’t drink and drive. #TBC #Brewdog."

Érica Rocha, marketing manager of Brewdog São Paulo, said in a statement: "We are passionate about two important things: people and beer. We hold socio-environmental responsibility as a pillar and we are aware of our responsibility in creating new societal practices. And drinking and driving is undoubtedly one of them. By using an app that people commonly use to avoid police road blocks to send such an impacting message of social responsibility is a very innovative way to call the public’s attention."

Credits

Date
May 01, 2019
Client:
Brewdog Beer
Agency:
Leo Burnett Tailor Made - Brazil
Chief Creative Officer:
Marcelo Reis
VP/ECD:
Wilson Mateos
General Creative Director:
Pedro Utzeri
Creative Director:
Tomas Correa
Copywriter:
Alpho Ramsay
Copywriter:
Ligia Mendes
Art Director:
Gabriel Marcondes
Art Director:
Fernando Patucci
Art Director:
Gabriel Rodriguez
Integrated Production Director:
Maria Fernanda Moura
RTV:
Luciana Kley
Account Services:
Fabio Brito
Media:
Andrea Hirata
Planning:
Tiago Lara
Approval:
Érika Rocha
Approval:
Nadia Santos
Film Production:
Ritmo Visual Filmes
Director:
Thiago Vieira
Director:
Pedro H. M. Marques
Director of Photography:
Victor Daguano
Executive Production:
Pedro H. M. Marques
Post Production Coordinator:
Patrick Caracas
Audio Production:
Hefty
Soundtrack Creation and Production:
Edu Luke
Voiceover:
Lou Schmidt
Account Services:
Ingrid Mabelle

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