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2017 One Show - Public Relations

The Breathalyzer Bag

Agency Goodby Silverstein & Partners / San Francisco + Colorbar / San Francisco + Laser Custom Design, LLC / Hayward + Anonymous Content / Los Angeles

Client Tostitos
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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.