Don’t make up whilst driving

Road safety message targeting women

6 out 10 women wouldn’t dream of going to work without makeup. Some of them think even that not wearing makeup could cost them a promotion. This could explain why women frequently apply makeup whilst driving. In Mexico, 22% of the accidents are caused by women drivers. Mini has decided to demonstrate that safety matters not only for themselves, but for the others and that there’s a time and a place for everything. In the Ladies toilet, airbags have been set up close to the mirrors and deployed suddenly when women are making themselves up showing a prevention message.
TitleMisplaced Airbags
Campaign Makeup or Drive
Advertiser BMW
Brand Mini

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PostedJune 2013
Business SectorSubscribers Only
TaglineSubscribers Only
Media Type Events