Here's one way to get barflies to realize how drunk they are - make them scrutinize some difficult to read words. Fiat Brazil ran a campaign in bars in Sao Paolo in which customers were brought their checks to sign together with a 'captcha' message to copy out (similar to the resource used for security in leaving comments on certain websites, where visitors type in a series of words, often in italics). The words, which are particularly hard to read under the influence of alcohol, included common obstacles that can cause traffic accidents, such as 'light post', 'hydrant' and 'wall'. The campaign was through Leo Burnett Tailor Made.
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