Commentary
Disco-Themed Campaign Promotes 'Staying Alive' After Night Of Partying
- by Amy Corr , Staff Writer @MediaPostOTL, December 8, 2008
Especially when the hydrant or lamppost is covered in mini-mirrors, in an attempt to mirror a disco ball.
Schincariol, a Brazilian-based brewery and beverage maker, launched an outdoor campaign to promote moderate consumption of its Primus beer brand.
Lampposts and fire hydrants located in close
proximity to entrances and exits of discos, nightclubs and events in São Paulo were wrapped with small mirrors, in an attempt to remind partygoers that having a good time inside the club is
great; but, think twice about drinking and driving when leaving the club.
Aside each disco-themed object was a post that read: "Nao acabe sua noite aqui. Se beber nao dirija," or, "Don't end your night here. Don't drink and drive."
Lew'Lara/TBWA Publicidade S.A. created the campaign and selected fire hydrants and lampposts to be mirrrored because they're objects most likely involved in car accidents.
The campaign comes at an ideal time, with the holiday season here and
New Year's Eve just around the corner.
It certainly makes me think of the hit song "Staying Alive" from the disco movie of the '70s, "Saturday Night Fever," in a whole different light.
Amy Corr is managing editor, online newsletters for MediaPost. She can be reached at amyc@mediapost.com.
Perfect Dual Approach Schincariol...Pretty Vigorous and Dynamic….~Cheers!
I really think it's a stretch. Do people really know that the most commonly hit objects by vehicles of drunk drivers are hydrants and lightposts? And the disco ball pattern/skin? If you want to make it work, you'll need to explain it further on the posting/sign. I think there was a good idea in there, but it's missing something. http://www.thecyphersagency.com That's my advertising agency. Darren Easton VP/CD