ABOUT

PROBLEM:
Alcohol is the cause of 13% of fatal traffic accidents in Lima.
CHALLENGE:
Miraflores, one of the Lima districts with the highest alcohol consumption, requested our help in raising awareness about the danger of mixing drinking and driving.
IDEA:
We created McAlester, a fictitious brand of beer that was promoted in car-shaped packs. When people ripped open a pack, they found a card that read, “This is how your car will end up if you drink and drive.”