In one of the coolest drunk driving campaigns in a long time, Hot Wheels has released a series of keychains featuring cars after an accident.
This is a great idea to communicate the serious consequences of drinking and driving in a cool and direct way. Hot Wheels has long been a popular toy for generations of children. It obviously promotes an affinity for automobiles, which makes a drunk driving campaign like this such a natural fit.
The fact that Hot Wheels are popular as keychains (as well as toys) means that this campaign will penetrate an established consumer demographic. Not to mention that wearing one of these drunk driving Hot Wheels on your keys will provoke conversation regarding their meaning. And ultimately it’s the conversation that is important to all drunk driving campaigns.