A chips pack that doubles up as a breathalyzer. When someone blows
on the bag, a steering wheel on the pack turns – according to the
amount of alcohol consumed – either green or red. If it is red, an
Uber code that can be used to call a cab – with a $10 discount – is
revealed. This campaign was developed specially for “Big Game Day,”
i.e. the day of the Super Bowl, on which police figures suggest almost
70 per cent of all accidents are alcohol-related.

Eduardo Marques: “Nowadays, we see a lot of products being created;
in this case, we see an evolvement of an existing product for
a special occasion – the Super Bowl. This quick adaptation made a
huge impact on the brand awareness, a big noise for a good cause,
without the need to spend millions on TV.”