Fiat Brazil : Captcha

Even harder when drunk.

Published On
Mar 21, 2012

Editor's Pick

Here's one way to get barflies to realize how drunk they are - make them scrutinize some difficult to read words. Fiat Brazil ran a campaign in bars in Sao Paolo in which customers were brought their checks to sign together with a 'captcha' message to copy out (similar to the resource used for security in leaving comments on certain websites, where visitors type in a series of words, often in italics). The words, which are particularly hard to read under the influence of alcohol, included common obstacles that can cause traffic accidents, such as 'light post', 'hydrant' and 'wall'. The campaign was through Leo Burnett Tailor Made.


Mar 22, 2012
Brand :
Fiat Brazil
Client :
Fiat Brazil
Agency :
Leo Burnett Tailor Made - Brazil
Creative Director :
Marcelo Reis
Creative Director :
Guilherme Jahara
Art Director :
Marcelo Rizerio
Copywriter :
Mario Cintra
Illustration :
Heytor Satyro
Illustration :
Marcelo Rizerio

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