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The Breathalyzer Bag
Agency Goodby Silverstein & Partners / San Francisco + Colorbar / San Francisco + Laser Custom Design, LLC / Hayward + Anonymous Content / Los Angeles
Category
Events & Experiential
Annual ID
OS_PR17042M
About the Work
Super Bowl Sunday is one of the most anticipated days of the year, but it’s also one of the most dangerous times on the road. So Tostitos, the snack that’s at nearly every watch party, launched the first Breathalyzer bag—a buzz worthy innovation aimed at raising awareness about the risks of drunk driving on game day. With a high-sensitivity alcohol sensor, 67 smart LEDs and a custom-built circuit board, the bag detected alcohol on someone’s breath, revealed an Uber code and—thanks to NFC technology—called a safe ride when they tapped the bag with a phone. It was launched prior to the Super Bowl with a video featuring personal stories like that of an NFL player who lost family members because of a drunk driver. The bag was distributed at sports bars and sent to watch parties.
2017 Awards
Total Points: 5
Merit
Credits
Agency
Goodby Silverstein & Partners / San Francisco
Design Firm
Colorbar / San Francisco
Laser Custom Design, LLC / Hayward
Production Company
Anonymous Content / Los Angeles
Stitch / Santa Monica
Lime Studios / Santa Monica
Bacon / Santa Monica
Art Director
Ricardo Matos
Fabio Benedetto
Nomi Malik
Chief Creative Officer
Jeff Goodby
Rich Silverstein
Margaret Johnson
Creative Director
Roger Baran
Sam Luchini
Designer
Lorenz Ortiz
Director
John X Carey
Editor
Philip Owens
Weston Cadwell
Photographer
Quinn Gravier
Chris Saul
Product Manager
Brian McPherson
Meredith Williams
Becca Morris
Casey O'Brien
Andrew Betoff
Judy Ybarra
Chrissy Shearer
Social Media Manager
Kristine Ciardello
Sound Designer
Tom Paolantonio
Peter Lapinski
Writer
Otto Pajunk
Agency Producer
Tod Puckett
Hilary Coate
Christina Wells
Severin Sauliere
Noah Dasho
Content Strategist
Ralph Paone
Meredith Vellines
Digital Artist / Multimedia
Jessica Pettigrew
Creative Team
Douglas Huynh
Stephen Cross
Mitch Gardiner
Michael Gossen
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