AlmapBBDO came up with a novel way of discouraging drink driving during the Rio carnival this year – by turning beer cans into tube tickets. Created for Antarctica beer, the event’s main sponsor, the agency developed ‘The Beer Turnstile’, a specially adapted turnstile for the city’s underground system, which through optical reading, recognised an empty beer can as a viable ticket, giving punters free access to public transport.
Via: Creative Review
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