Mattel - Hot Wheels

Mattel is doing their part to combat drinking and driving with a simple yet powerful campaign.

They used crashed Hot Wheels cars and attached them to key chains and placed them on the car keys of customers using the valet at a bar. Each crashed Hot Wheels car had the message “EVEN A SMALL DRINK IS ENOUGH” on the hood as well as a small card with the number to a driver service. (see below)

The effect of this campaign was profound and immediate - some customers calling the driver service the moment they were handed their keys. Having an miniature wrecked car is something people can see, touch and feel and ultimately relate to.

Social media has been used to help promote and spread his campaign has reach far beyond the scope of one bar and hopefully saved the lives of many.