2017 Winners & Shortlists

The Campaign

To reach those fashion-conscious young people; who place so much importance on looks, we spoke to them using the one thing that stopped them wearing seat belts in the first place: fashion. We designed print ads, showcasing stylish and elegant fashion accessories entirely made with seat belts. The ads were published during Dubai Fashion Week, in style magazines along with ambient media in shopping malls, and instantly caught the attention of our target audience.

Creative Execution

The idea was to combine seat belts and fashion items, creating luxurious fashion accessories, appealing to our target audience and realized exclusively out of seat belt material. The seat belts were treated following the basket weave effect to create a particular texture, used to recreate the different items/accessories in this campaign, using the 3D technique to obtain the most realistic effect.

Indication of how successful the outcome was in the market

Volvo being the brand that cares the most about safety, and most importantly being the company that created the seat belt, had all the credibility and legitimacy to address this issue. The campaign was showcased in all Volvo’s showrooms, and received widespread recognition and praise for increasing the awareness on this problem. An aesthetically pleasing visual coupled with a fashion forward approach both touched and talked directly to our audience-they stop, listened and ultimately changed their perception of seat belts with the powerful message that living is always in fashion.

The Volvo brand is synonymous with safety, making them the most credible choice for a road safety campaign. Likewise, as the pioneer of modern seat belts, having introduced them in their vehicles in 1959, a campaign encouraging seat belt use further cemented this relevancy. And because our campaign targeted fashion-conscious young people 18-34 living in the GCC, we spoke their language, the fashion language, that they love and understand. Our ads were published during Dubai Fashion Week, in style magazines, ambient media around shopping malls as well as in Volvo showrooms.