“Bring Moderation to your Celebration” is the “drinking responsible” campaign made for Pernod Ricard’s Malibu Rum and City of Milan in the popular Milan’s San Lorenzo area. City of Milan Councillors for public safety and trade have openly appreciated the new and fun concept used rather than the “old” institutional messages that have always been little effective when directed to young people. An interactive exhibition in augmented reality that showed to the young people funny videos about the many ways to enjoy Malibu Rum but even the comic and embarrassing results of drinking too much. There’ve also been four promoters that have given away thousands of breathalyzers to the young people who were enjoying their nights of San Lorenzo.