With its 140th anniversary upon us, Budweiser is shifting course to address the important issue of road safety as part of its “Tackle Impossible” initiative. To help the American beer giant drive the idea of shared responsibility on the roadways, agency Anomaly and production company 1stAveMachine have joined forces to craft a visually compelling campaign that blends live action and animation in the form of vibrant napkin doodles unveiled in the cozy confines of a bar.

The practical yet potent imagery created by Anomaly and 1stAveMachine provides a fast-paced narrative of Budweiser’s mission with “Tackle Impossible,” which is a challenge/hackathon that invites thinkers and travelers the world over to come up with solutions that can not only promote better road safety and help deter accidents, but also specifically champion designated driving in Canada.

Source: 1stAveMachine