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.