In showing the dangerous impact of drunk driving in a humorous and innovative way we managed to affect drivers in this highly sensitive issue. A fleet of Volkswagen New Beetle was tuned with special car parts to become talk of the town: Wheel caps that look like eyeballs play with the New Beetle’s organic forms and turn its silhouette into a human’s face with drunkenly revolving eyes.

By not booking costly advertising panels we reduced expenses dramatically. The spectacular idea caused several newspapers to publish articles about the events and the dangers of drunk driving. Numerous spectators took photos or filmed the promotion cars, thus spreading the message even further.