#seatbeltb00bing

Romania 2014, 6 out of 10 drivers still didn’t wear seatbelts. The typical road safety announcements didn’t grab public attention.

Automobile Club of Romania asked us to make seatbelts hard to ignore in a country where everybody ignores seatbelts. 

We stopped talking to everybody and focus on the more cautious and receptive half – the women - and offer them a new reason to wear their seatbelts.

#seatbeltb00bing soon became the #selfie of every woman driver wearing her seatbelt.

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Client: ACR

Agency: Publicis

Year: 2014

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Awards:

Cannes Lions - Bronze lion - Promo&activation

Cannes Lions - shortlist - PR

Silver Drum - Digital – Social network & Community

Silver Drum - mobile