Mirror, mirror, on the wall, who's the drunkest of them all?
Ogilvy Brazil is more determined than ever to stop you from driving drunk. The agency is actually something of an expert in this area. Its numerous on-site bar stunts in recent years have included everything from giving out wildly inflated bar tabs (in which the staggering financial costs of a drunk-driving accident are factored into the bill) to accosting people with the Drunk Valet, a sloshy reminder that no one—not a valet, and not you—should drive your car drunk.
This latest bar stunt, on behalf of insurance company Allianz—is interesting, too. The agency installed a special, magical mirror next to the bathrooms that presented a delayed reflection to the person looking into it. This mimicked the effect alcohol has on a person's reflexes after only a few drinks—as copy on the digital device explained after each person interacted with it. Presumably the images were extra delayed for people who were already drunk when they looked into the mirror—perhaps provoking, if not a crisis of conscience, at least a good bout of nausea, which could possibly preclude a stomach pumping later in the evening.
Who knows how effective this was in preventing drunk driving. At the very least, the thing undeniably looks like fun to play around with. And with these kinds of messages, engagement is half the battle. Cheers to Ogilvy for another fun trip to the pub.
CREDITS
Client: Allianz Insurance
Agency: OgilvyOne, São Paulo, Brazil
Chief Creative Officer: Anselmo Ramos
Executive Creative Director: Marcos Ribeiro
Creative Directors: Marcos Ribeiro, Alexandre Ravagnani
Art Directors: Fernando Passos, Rafael Gatuzzo
Copywriters: Flavio Tamashiro, Erich Moreira
Accounts: Felipe Obara, Andrea Tornovsky, Denise Caruso
Media: Luciana Serra, Larissa Dias
Planners: Luis Stateri, Marian Travassos, Cleber Almeida
Producers: Cecília Taioli, Adriana Jorge
Production Company: Santa Transmedia
Film Director: Gustavo Rodrigues
Sound Design: Sound Design