Volkswagen Case study Don't Make Up and Drive by DDB Berlin

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Don't Make Up and Drive

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Industry Cars
Media Case study
Market Germany
Agency DDB Berlin
Director Milo Heller
Art Director Lilli Langenheim
Copywriter Valerie Von Meiss
Producer Ben Foehr
Editor Sebastian Gross
Released May 2012


London International Awards 2012
Non-Traditional Automotive Silver Winner
Non-Traditional Guerrilla Marketing Bronze Winner

Credits & Description

Entrant: DDB Tribal Group, Berlin
Volkswagen - "Don't Make Up and Drive"
Corporate Name of Client: Volkswagen AG
Client Account Director: Cornelia Kabelitz
Agency Account Director: Susanne Plümecke
Account Manager: Christina Mueller
Agency: DDB Tribal Berlin, Berlin
Chief Creative Officer: Eric Schoeffler
Creative Directors: Marc Isken/Nils Haseborg
Copywriter: Valerie von Meiss
Art Director: Lilli Langenheim
Agency Producer: Susi Schneider
Project Manager: Hakan Çırak
Production Company: MR. BOB Films, Berlin
Director: Milo
Producer: Ben Foehr
Artist: Nikki de Jager
Cameraman: Michael Schreitel
Set: Croft Company
Post-Production Company: Pirates 'N Paradise
Editor: Sebastian Gross
Sound Design: Giesingteam Kai Hoffmann
Speaker: Sanny van Heteren
Description of the Project
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.
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.