Problem

Despite the efforts, young people don’t care about responsible drinking ads. Still, the global beer industry spends thousands of billions every year trying to change a behavior that the young ones still express for one single, yet powerful reason: when partying they just care about having fun. 

Idea

We created a global initiative against binge drinking that invited people to eat, drink water and go home earlier when drinking alcohol.

How? The answer was right on top of our product.

We removed the logo from our bottle caps and offered that space to food chains, water brands and transportation companies. Each cap had free items such as: food, water and free rides home, the catch was that they could be redeemed only during party hours, inciting people to drink responsibly and to live responsibly.