The show Top Gear is all about putting cars to the test in the most creative ways. Often, really expensive cars get damaged. Our solution was to create very premium packs that contained individual model cars. When the case was opened it revealed the model car had been especially smashed up– just like at Top Gear. The pack also contained tickets and a backstage pass. We believed this solution would generate above average attendance, as it cut through and set the tone for the event.