He's ridin' spinnaz!!
The Federal Ministry of Transport, Building and Housing wanted to raise awareness for the dangers of driving under influence in an entertaining way. The long-term goal was to reduce the number of alcohol-related accidents in Germany.
The solution was to turn a fleet of Volkswagen new Beetles into a media platform. Wheel caps that looked like eyeballs were attached to the cars. Because of the large wheel arches, and curved roof, the effect was that in profile, the car looked like the top of someone’s head, going down to their eye-sockets (the wheel arches) and then drunkenly rolling eyes attached to the wheels. When the car was moving, the eyes moved around in a humorous, yet erratic way. The cars were used at public events such as beer festivals where a lot of alcohol is consumed. On the side panels of the cars read the message: “Don’t drink and drive”. Meanwhile the ministry handed out information packs to support the campaign.
Not only did the activity attract a lot of media attention, but the ministry also noticed an increased demand for their information literature about driving safety.
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