Canadian creative agency Rethink teamed up with anti-impaired driving advocacy group Arrive Alive for this creative 'Drive Sober' campaign aimed at Ontario university students.
Cereal boxes were handed out to students at different college campuses, each containing an unconventional hidden prize inside. Packaged inside were different miniature toy cars that had been made to look like they were involved in serious accidents. Alongside these tiny mangled and broken toy cars was a message mimicking a Hot Wheels logo on the packaging reading: "Just Because You Slept Doesn't Mean You're Sober."
The 'Drive Sober' campaign uses this clever breakfast theme to help remind students that it can take up to 12 hours after their last drink for alcohol to be completely removed from the blood stream.