Heineken Italia has associated McFarland Red Traditional Beer with the Pissalyzer, a public service found in the urinals of Italian pubs. Male drinkers who pass more than one drink’s worth of liquid are informed that they’ve had too much to drink and should order a taxi instead of another drink. The Pissalyzer is activated by heat and reveals its message based on volume. It’s an over simplified test but it does raise self awareness relating to drinking patterns in Italy.
Click on the image below to play the case study video.
The Pissalyser campaign was developed at Publicis Milan by creative directors Bruno Bertelli and Cristiana Boccassini, copywriter Michele Picci, art director Marco Viganò, account manager Giada Salerno. The mini documentary was filmed by director Fabrizio Squeo.