DDB Tribal Group (GERMANY)
|Volkswagen Brand, "Don't Make up and Drive"||24-03171-MI|
Agency (city): DDB Tribal Berlin
Creative Director(s): Marc Isken, Nils Haseborg
Copywriter(s): Valerie von Meiss
Art Director(s): Lilli Langenheim
Production Company (& City): MR. BOB Films
Agency Producer(s): Susi Schneider
Account Supervisor: Susanne Plümecke
Account Manager: Christina Müller
Editor /Cutter: Sebastian Gross, Pirates´n Paradise
Camera: Michael Schreitel
Set: Croft Company
Producer: Ben Foehr
Production Manager: Hakan Çırak
Sounddesign: Giesingteam Kai Hoffmann
Speaker: Sanny van Heteren
Artist/ Styling: Nikkie de Jager
The goal of the campaign was to educate female drivers on the dangers of applying make-up while driving. Our idea was to place our message exactly where women spend time thinking about “make-up”: Haul channels (Tutorial videos on Youtube).Thats why we cooperated with one of the best-known make-up artists and entered one of her videos: Nikkie. Her channel has over 190,000 subscribers and her videos have had over 30 million views.
The video began like any other of her videos, narrating as she applies make-up, until she is suddenly flung towards the camera as if she had been in a car accident.
Since going live on Youtube, the video has had over 1,360,000 views, thousands of re-tweets and lots of blog posts. Thousands of comments prove that we’ve really got women thinking that life’s not worth risking – even for the most beautiful make-up.
Volkswagen supports the highest standards for safety on the road. An alarming figure by The Telegraph reported half a million car crashes in the UK are caused by women applying make-up while driving. We believed that it was time to raise awareness of this inconspicuous danger.