The Antarctica AlmapBBDO Beer Turnstile campaign gained recognition by focusing on public safety.
Inside a subway station close to the Carnival festivities in Rio, a turnstile that accepted Antarctica beer cans as payment was installed. Not only did this promote the beer company as many more beer-drinkers chose this brand over others, it also prevented many accidents and dangerous driving by encouraging people to take public transportation home instead of drinking and driving.
All of the collected cans served as a count of how many times the turnstile was used and were donated to a recycling NGO. Buzz about the beer turnstile was spread on all different social media platforms, with emphasis on the brand's social responsibility.
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