“Even A Small Drink is Enough”
Small Wheels Big Message
Mattel trashed Hot Wheels cars to send out a very important message. The toy company teamed with Ogilvy & Mather Mumbai, as well as pub The Little Door and driver service Party Club Drivers on a stunt to remind late nighters to not drink and drive. When a car owners handed their keys over to the valet before entering the pub, key chains with damaged Hot Wheels and the message “Even a Small Drink is Enough” were attached to each set, along with the phone number of the driver service.
When the car owners were exiting, they were handed their keys with the attached Hot Wheels key chain that carried the social message. This shocked and alarmed them as the visual impact was powerful. In the end, many of the partygoers got the message, calling the service or friends and family for ride home.
Having this keychain attached to their car keys will remain a constant reminder of the risks of driving under the influence of alcohol, reiterating the message: Even a small drink is enough. Dont drink and drive.
Advertising Agency: Ogilvy, Mumbai, India