Cannes, France – Walking around the exhibit hall at Lions Health, I was surprised to see a familiar snack on the wall: Tostitos. Not just on the wall, but on the short list for creativity.

Lions rewards a particular kind of creativity. They call it life-changing, but it's also active, actionable and activist. The best writing or photography in the world probably won't win here, but a brilliant shift in packaging that makes it usable for health will.

Ok, spoiler alert: Tostitos didn't win. But, here's what they entered: The Party Safe Bag.

It was launched for the Super Bowl in the U.S., the biggest snacking and drinking holiday of the year.

The new bag doubles as a breathalyzer. Its goal was to remove 25,000 cars from the road by giving people clear information about whether or not they were safe to drive. Snackers breath right into a little breathalyzer node at the top of the bag. It turns red if too much alcohol is detected, prompting drinkers to use the $10 Uber code on the bag and leave their keys behind.

About the Author:

As Managing Director of Innovation for Syneos Health Communications, Leigh is responsible for shaping the company’s perspective on the next era of healthcare marketing. Through thought leadership, strategic innovation workshops and new products and capabilities, Leigh focuses on identifying marketing approaches that will fuel that new era and generate significant growth for clients. Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for over 17 years. She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she had several leadership roles at one of our agencies, GSW. There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business. Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes. A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice, Leigh also was recognized as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.