For a more in-depth look at this Idea of the Week and other case studies, visit Ad Age and CMDglobal's Inspiration site.
The Federal Ministry of Transport, Building and Housing in Germany wanted to raise awareness of the dangers of driving under influence in an entertaining way. The solution was to attach wheel caps that looked like eyeballs onto a fleet of new Volkswagen Beetles. Because of the cars' large wheel arches and curved roofs, the effect was that, in profile, they looked like the top of someone's head, with drunkenly rolling eyes. The cars, which carried the message "Don't drink and drive," were used at public events such as beer festivals.~ ~ ~
CMDglobal.com is the world's only creative-media resource. In addition to a searchable archive of the best media campaigns from across the globe, it includes articles and analysis on trends and best practices for media strategists.