To meet the target group as directly as possible we decided to use promotional cars. They literally took our message to the streets and could be used very flexibly all over town.A fleet of Volkswagen New Beetles was tuned with special car parts to become the talk of the town - Wheel caps that looked like eyeballs played with the New Beetle’s organic forms and turned its silhouette into a human face with drunkenly revolving eyes.The promotional cars were used mainly at public events with a high consumption of alcoholic drinks. They made people interested in for the ministry’s information material, which was handed out on these occasions.

The feedback we generated was extremely positive. Several newspapers published articles about the events and the dangers of drunk driving. Numerous spectators took photos or filmed the promotional cars, thus spreading the message even further.