There’s nothing like cracking open a cold one with the boys. After all, who doesn’t like to meet up with friends and enjoy one or two drinks? However, the problem commences when people try driving under the influence. One country, in particular, that is no stranger to driving accidents due to drinking is Brazil. Every year, Brazil sees an average of 60,000 deaths on the road where 40% of it is because of alcohol.

AB InBev, in an attempt to dissuade people from driving and drinking, launched their campaign ‘Responsible Billboard’ to draw attention to the severity of the problem. The campaign, created by Agencia Africa, resolved to cover the cabins of AB InBev’s large number of fleets with images of the company’s non-alcoholic drinks, such as Pepsi, Gatorade, and Lipton. While the body of these fleets remained their original images of Stella Artois, Corona, Budweiser, amongst others.

The campaign follows several fleet trucks as they go through the cabin transformations of being replaced by images on non-alcoholic brands (owned by AB InBev) to prove the point that their drivers stay away from alcoholic beverages as much as possible while they’re on the go and so should the Public. The message is simple, “Where there is a driver, there can’t be alcohol”.