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."