Creativity

Tostitos' 'Party Safe' Bag of Chips Will Warn You Off Drunk Driving (and Call You an Uber)

Campaign Offers $10 Off Ride Service on Super Bowl Night

By Alexandra Jardine. Published on Jan 24, 2017

Editor's Pick

Just in time for the Super Bowl, Tostitos has created a bag of chips that reminds you not to drink and drive.

Created by Goodby Silverstein & Partners, the limited-edition "Party Safe Bags" contain a sensor connected to a microcontroller calibrated to detect small traces of alcohol on a person's breath. When any trace of alcohol is detected, the LEDs turn red and form a steering wheel, revealing an Uber code and a "Don't drink and drive" message. People can also call for free rides via Uber by simply tapping their bags with their phones.

As part of the campaign , Tostitos partnered with Mothers Against Drunk Driving (MADD) and Uber to offer party-goers $10 off a ride on Sunday, Feb. 5.

Roger Baran, Goodby Silverstein & Partners (GS&P) creative director, said in a statement: "For a football fan, there is a lot of emotion involved with a game. It's easy to drink more than you planned. And a lot of times all you need to stop short of driving after drinking is a friend who calls you off. On Sunday of the big game, we want Tostitos to be that friend."

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About

Credits

Date
Jan 24, 2017
Agency:
Goodby Silverstein & Partners
Client:
Tostitos
Director:
John X Carey
Production Company:
Anonymous Content
Chief Marketing Officer:
Jennifer Saenz
Vice President of Marketing:
Jeff Klein
Senior Director:
Pat O'Toole
Director:
Nicolle Poole
Manager:
Tom Stingelin
Vice President of Communications:
Chris Kuechenmeister
Senior Director of Public Relations:
Joan Cetera
Co-Chairman:
Jeff Goodby
Co-Chairman:
Rich Silverstein
Chief Creative Officer:
Margaret Johnson
Creative Director:
Roger Baran
Creative Director:
Sam Luchini
Art Director:
Ricardo Matos
Art Director:
Fabio Benedetto
Art Director:
Nomi Malik
Copywriter:
Otto Pajunk
Bag Design:
Sam Luchini
Designer:
Lorenz Ortiz
Bag Production Company:
Colorbar /Laser Custom Design
Principal:
Douglas Huynh
Principal:
Stephen Cross
Director of Broadcast Production:
Tod Puckett
Executive Broadcast Producer:
Hilary Coate
Broadcast Producer:
Christina Wells
Interactive Producer:
Severin Sauliere
Senior Art and Print Producer:
Noah Dasho
Executive Digital Artist:
Jessica Pettigrew
Photographer:
Quinn Gravier
Strategy Director:
Ralph Paone
Director of Communications:
Meredith Vellines
Managing Partner:
Brian McPherson
Group Account Director:
Meredith Williams
Account Director:
Becca Morris
Account Manager:
Casey O'Brien
Assistant Account Manager:
Andrew Betoff
Community Manager:
Kristine Ciardello
Director of Business Affairs:
Judy Ybarra
Business Affairs Manager:
Chrissy Shearer
Director of Photgraphy:
Chris Saul
Executive Producer:
Sue Ellen Clair
Producer:
Saul Germain
Editing Company:
Stitch
Editor:
Phillip Owens
Assistant Editor:
Weston Cadwell
Sound Design:
Lime Studios
Mix:
Lime Studios
Audio Engineer:
Tom Paolantonio
Assistant Audio Engineer:
Peter Lapinski
Music:
Musicbed
V/FX:
Stitch
Executive Producer:
Mila Davis
V/FX Producer:
Liz Katsarelas
V/FX:
Bacon
V/FX Producer:
Marguerite Olivelle
V/FX Artist:
Mitch Gardiner
Colorist:
Michael Gossen

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