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醉酒男仆
案例简介：描述客户的简报: 巴西是酒精相关车祸发生率最高的国家之一。即使在这个问题上实施了零容忍政策，去年仍有 40.000 人死于酒后驾车。人们喝酒，认为开车是可以的。这项运动的目的是提高认识，让人们思考酒后驾车。目标受众包括酒吧奥罗拉和 Boteco Ferraz 的普通客户以及来自互联网的新客户。该策略旨在在问题开始之前，即在司机进入酒吧之前攻击问题。 创意执行: 这场运动的策略是在人们最有能力意识到酒后驾驶的风险的时候影响他们: 在他们第一次喝酒之前。这一行动不仅引起了人们对事业的关注，也引起了巴奥罗拉和博特科 · 费拉兹的关注。 描述简短/目标的创造性解决方案。 创造性的解决方案是让一个显然喝醉的泊车员开车。所以，当人们拒绝放弃他们的钥匙时，我们在代客车票上传递了一个信息: 永远不要让喝醉的司机开你的车。即使那个司机是你。真正的行动是在司机没有注意到的情况下记录下来的，然后在互联网电影中进行转换，以传播信息。 尽可能详细地描述结果。 100% 的司机不让代客开车，更多的人意识到，当谈到酒后驾车时，他们应该像对待他人一样对自己强硬。顾客拿着代客票给朋友看。这条消息很快在推特、奥尔库特和 facebook 上传播到世界各地。这个想法在博客上被强调，在传统媒体上被作为一个例子提到。酒吧 Aurora & Boteco Ferraz 受到了他们追求的关注，最重要的是，人们带着一个方便的提醒离开了: 没有人应该酒后开车。
醉酒男仆
案例简介：Describe the brief from the client: Brazil has one of the highest rates of alcohol related car accidents. Even after instating a zero tolerance policy on the subject, 40.000 people died due to drunk driving last year. People drink alcohol and think it is ok to drive. The objective of this campaign was to raise awareness, to make people think about drunk driving. The target audience was comprised of the regular customers of Bar Aurora and Boteco Ferraz and new customers from the Internet. The strategy aimed at attacking the problem before it began, that is, before drivers enter the bar. Creative Execution: The strategy of this campaign was to impact people in the moment that they were most capable of realizing the risks of drunk driving: before their first drink. The action not only drew attention to the cause, but also to Bar Aurora and Boteco Ferraz. Describe the creative solution to the brief/objective. The creative solution was to place an apparently drunk parking valet to drive the cars. So, as people refused to give up their keys, we delivered a message in the valet ticket: NEVER LET A DRUNK DRIVER TAKE YOUR CAR. EVEN IF THAT DRIVER IS YOU. The real action was recorded without drivers noticing and then transformed in a internet film in order to spread the message. Describe the results in as much detail as possible. A 100% of the drivers didnt't let the valet take their car and more people realized that, when it comes to drunk driving, they should be as tough with themselves as they are with others. The customers took the valet tickets with them to show their friends. The message quickly spread on twitter, orkut and facebook around the world. The idea was highlighted on blogs and mentioned on traditional media as an example. Bar Aurora & Boteco Ferraz received the attention they pursued and the most important, people walked away with a handy reminder: no one should drive after drinking.
Drunk Valet
案例简介：描述客户的简报: 巴西是酒精相关车祸发生率最高的国家之一。即使在这个问题上实施了零容忍政策，去年仍有 40.000 人死于酒后驾车。人们喝酒，认为开车是可以的。这项运动的目的是提高认识，让人们思考酒后驾车。目标受众包括酒吧奥罗拉和 Boteco Ferraz 的普通客户以及来自互联网的新客户。该策略旨在在问题开始之前，即在司机进入酒吧之前攻击问题。 创意执行: 这场运动的策略是在人们最有能力意识到酒后驾驶的风险的时候影响他们: 在他们第一次喝酒之前。这一行动不仅引起了人们对事业的关注，也引起了巴奥罗拉和博特科 · 费拉兹的关注。 描述简短/目标的创造性解决方案。 创造性的解决方案是让一个显然喝醉的泊车员开车。所以，当人们拒绝放弃他们的钥匙时，我们在代客车票上传递了一个信息: 永远不要让喝醉的司机开你的车。即使那个司机是你。真正的行动是在司机没有注意到的情况下记录下来的，然后在互联网电影中进行转换，以传播信息。 尽可能详细地描述结果。 100% 的司机不让代客开车，更多的人意识到，当谈到酒后驾车时，他们应该像对待他人一样对自己强硬。顾客拿着代客票给朋友看。这条消息很快在推特、奥尔库特和 facebook 上传播到世界各地。这个想法在博客上被强调，在传统媒体上被作为一个例子提到。酒吧 Aurora & Boteco Ferraz 受到了他们追求的关注，最重要的是，人们带着一个方便的提醒离开了: 没有人应该酒后开车。
Drunk Valet
案例简介：Describe the brief from the client: Brazil has one of the highest rates of alcohol related car accidents. Even after instating a zero tolerance policy on the subject, 40.000 people died due to drunk driving last year. People drink alcohol and think it is ok to drive. The objective of this campaign was to raise awareness, to make people think about drunk driving. The target audience was comprised of the regular customers of Bar Aurora and Boteco Ferraz and new customers from the Internet. The strategy aimed at attacking the problem before it began, that is, before drivers enter the bar. Creative Execution: The strategy of this campaign was to impact people in the moment that they were most capable of realizing the risks of drunk driving: before their first drink. The action not only drew attention to the cause, but also to Bar Aurora and Boteco Ferraz. Describe the creative solution to the brief/objective. The creative solution was to place an apparently drunk parking valet to drive the cars. So, as people refused to give up their keys, we delivered a message in the valet ticket: NEVER LET A DRUNK DRIVER TAKE YOUR CAR. EVEN IF THAT DRIVER IS YOU. The real action was recorded without drivers noticing and then transformed in a internet film in order to spread the message. Describe the results in as much detail as possible. A 100% of the drivers didnt't let the valet take their car and more people realized that, when it comes to drunk driving, they should be as tough with themselves as they are with others. The customers took the valet tickets with them to show their friends. The message quickly spread on twitter, orkut and facebook around the world. The idea was highlighted on blogs and mentioned on traditional media as an example. Bar Aurora & Boteco Ferraz received the attention they pursued and the most important, people walked away with a handy reminder: no one should drive after drinking.
醉酒男仆
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Drunk Valet
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