Cervecería Cuauhtémoc Moctezuma

For this "don't drink and drive" awareness campaign for Cervecería Cuauhtémoc Moctezuma, we needed a powerful and universally understood visual metaphor to promote the use of a designated driver. The concept was brought to life by showcasing everyday people as crash-test dummies in real-world scenarios.

The core message of the print campaign is bluntly stated alongside the jarring aftermath of collisions: "No nos diseñaron para manejar en estado de ebriedad" (We were not designed to drive drunk). The accompanying television spot echoes this sentiment by following the dummies through a night out at a club, ending with the chilling realization that "Tú no estás hecho para chocar" (You are not built to crash) and urging viewers to choose a designated driver if they plan to drink.

TV Spot

Print Campaign