| Title | Safe & Style (Film) |
| Agency | Memac Ogilvy & Mather |
| Campaign | Massimo Dutti - Volvo |
| Advertiser | Volvo |
| Brand | Volvo/Massimo Dutty |
| Posted | March 2010 |
| Product | Seatbelt Anniversary |
| Business Sector | Automotive |
| Story | Volvo was celebrating the 50 year anniversary of their 3-point seatbelt. Despite countless seatbelt awareness campaigns, seatbelt usage is low in Dubai the UAE has one of the highest rates of road deaths the world. Our challenge was how to get young people to begin thinking positively about seatbelts rather than collectively avoiding them. So to engage with fashion conscious youth, we found a unique way to talk about safety by looking at the ever-changing fashions worn underneath the seatbelt. And while most seatbelt safety campaigns focus their efforts on costly print or tv campaigns, we leveraged a limited budget (USD 32,000) by identifying cost-effective channels that would surprise and connect with young people directly |
| Media Type | Case Study |
| Executive Creative Director | Till Hohmann |
| Creative Director | Preethi Mariappan |
| Creative Director | Ramzi Moutran |
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