Ogilvy turns bar tabs into drunk-driving ads

Here's an interesting street-level campaign from Ogilvy Brazil to fight drunk driving. Working with bars, the agency came up with a machine that spit out wildly inflated bar tabs, ambushing patrons with charges of up to $73,000 for the booze they just sucked down. Upon closer examination, the bills actually featured an itemized list of medical costs associated with a drunk-driving accident. The video case study below shows customers' reactions caught on hidden camera by Hungry Man's Paulo Gandra.