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Leo Burnett Chicago
35 West Wacker Drive
Chicago, IL 60601
United States

http://www.leoburnett.us/chicago/

Amy Cheronis

EVP Reputation and Communications

amy.cheronis@mslgroup.com

Katie Newman

Chief Marketing Officer

katie.newman@leoburnett.com

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Leo Burnett Tailor Made and BrewDog Map the Dangers of Drunk Driving

Using the Waze app, the campaign raised awareness about the dangers of drunk driving during Brazil’s Carnival festival.

In Sao Paolo, Brazil, the leading cause of death is road traffic accidents, with intoxicated driving being the second highest cause—a number that rises sharply during the 15 days of Carnival each year.

To call attention to this devastating trend, Burnett Tailor Made and BrewDog joined forces to create “Throwback Crash,” an impactful campaign meant to discourage drunk driving.

In collaboration with traffic app Waze, the campaign activated during the 15-day Carnival festival to encourage people to think twice before getting behind the wheel while intoxicated. A creative intervention in people’s lives, “Throwback Crash” used Waze to chart 50 traffic fatalities involving alcohol that occurred in the region. When drivers clicked on the incident, they were shown real media coverage of the fatality and a message reading: "Don’t let it happen again. Don’t drink and drive. #TBC #Brewdog.”

Wilson Mateos, VP of Creation for Leo Burnett Tailor Made stated, “The idea was to first pique their curiosity and then raise awareness.”

May 23, 2019

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BrewDog