Every alcohol company has an inherent duty to promote a responsible drinking message. Brands do not benefit from the misuse of its products. As good corporate citizens, these companies and brands invest in programs that help drive awareness of consequences of abusing/drinking too much.

One area of major focus is drunk driving. Anheuser-Busch InBev, MillerCoors and other beer brands have provided countless free ride and tow your car campaigns during the holiday’s and major events (music and sports). One thing lacking in these executions is the ability to create an emotional connection with the consumers.

Bar Aurora & Boteco Ferraz once again delivered a stunning and captivating drunk driving awareness initiative. Last year they used a pretend drunk valet and this year they give us Karaoke Breathalyzer. They wanted to prove that if you had enough liquid courage to sing, you probably were in no shape to drive home. In a twist, they even showed each participants blood alcohol level. This surprising engagement resonated with the crowd and consumers.

Next time you begin to sing, think about these brave souls in this video.