Can you fit the key into a keyhole? We want people to drink Beck’s responsibly – that’s why we created a mobile app that tests your sobriety. When drunk, one cannot perform even the simplest task – like fitting a key into a keyhole. And, as we all know, Beck’s logo is - a keyhole with a key! So, we designed the simple sobriety test app: in order to test your driving ability, you need to keep a key in a moving keyhole for 25 seconds. Fail to do so, and the app automatically dials the cab company in your area. When you drink and drive, there’s no going Beck’s! Links to the App: iPhone - itunes.apple.com/us/app/becks-when-i-drink-i-dont-drive/id461786214?mt=8 Android - market.android.com/details?id=air.com.whiterabbitworks.becksDND&feature=search_result (Android 2.2 Froyo required): If you fail, the app will call you a taxi that is available in your city / area. NOTE: Taxi and GPS service available only in Serbia. The campaign was shortlisted on Golden Drum Festival 2011.
Advertising Agency: Leo Burnett Belgrade, Serbia Client: StarBev / Apatinska Brewery Creative Director: Anja Radulovic Art Director: Rade Saptovic Copywriter: Dubravka Strbac-Vukojevic Project manager: Vladimir Vucicevic, Andreja Milkic Developer: Pakom