To talk about safety, we created the first airbag ad
The challenge was to promote the safety of the new Peugeot 408, featuring 6 airbags and 8 points of protection, in a market like Brazil, where airbags are less common compared to the U.S. and Europe. Our idea: insert 50,000 airbags into Brazil's leading business magazine. By pressing the ad, readers could instantly inflate the airbag, creating a memorable and interactive demonstration of the car's safety feature.
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Cannes Lions 2012 - Bronze media
Cannes Lions 2012 - Shortlist press
FIAP 2012 - Silver innovation
FIAP 2012 - Bronze press
ABP Festival - Bronze
Brazilian Creative Annual (CCSP)
Prêmio Abril (finalist) Best Ads on TV - best of the week
Adfreak.com - top ten ads
Creativity Online - top ads 2012
My role:
Creative / Art Director
Creative team LODUCCA:
Guga Ketzer - CCO
Cassio Moron, Pedro Guerra - CD
Rodrigo Senra - Creative / Copywriter
Daniel Poletto - Creative / Art Director
Roberta de Moraes - Creative / Art Director
Wolfgan Covi - Creative / Copywriter