Titanium.

More than 31,000 people lose their lives each year in accidents caused by drunk drivers in Brazil (source: Ministry of Health). And despite awareness campaigns, this number continues to grow worldwide. Our challenge is to change the strategy, since the awareness campaigns alone have proven to be ineffective.

Rather than just an awareness campaign, we created an innovative accessory in order to cause an effective habit change in drivers: Fiat Safe Key, the first car key designed to save lives.

The production of the functional prototype is 100% complete. The test-proofing of the concept shows that the product will work as planned.

We are now in the planning phase for the industrial production of the device. The plan is that - in the coming months - it will be sold like any other Fiat optional item.

Development Timeline:

Jun/2014: Idea approved by Fiat

Ago/2014: Fiat Safe Key Business Plan approved

Sep/2014: Technical Specs for the device

Oct/2014: Start of the production of the prototype

Nov/2014: First proof of concept

Dec/2014: Exterior design approved by the client

Jan/2015: Tests with the first units of the device

Fev/2015: Planning for Industrial Production

Apr/2015: Teaser Commercial

We created an innovative accessory in order to cause an effective habit change in drivers: Fiat Safe Key, the first car key designed to save lives.

You will only be able to turn on the car if you prove to the Fiat Safe Key that you have not ingested alcohol. Simply blow into the Safe Key where indicated. And in less than 1 second, it analyzes the alcohol level in your body.

If the driver has consumed alcohol, it will not work. If the driver has not consumed alcohol, then done! Just use the key to start the car and drive normally.

Fiat is the leading car manufacturer in sales in Brazil and, since 2012, decided to lead a movement for better roads in the country.

More than 31,000 people lose their lives each year in accidents caused by drunk drivers in Brazil (source: Ministry of Health). And despite awareness campaigns, this number continues to grow worldwide. Our challenge is to change the strategy, since the awareness campaigns alone have proven to be ineffective.

Rather than just an awareness campaign, we created an innovative accessory in order to cause an effective habit change in drivers: Fiat Safe Key, the first car key designed to save lives.