DDB Tribal and Volkswagen say: Don’t make up and drive!

 

 

In collaboration with YouTube star, Nikkie, young women are informed about the underestimated danger of putting on make up while driving

 

Given a shockingly high figure of half a million car crashes a year caused by women drivers applying make-up (in the UK alone), awareness of this underestimated danger needs to be raised. Based on this insight the aim of a viral video by DDB Tribal and Volkswagen is to address a target audience of young women drivers and educate them about the danger of putting on make up while driving.

 

The objective is to reach as many young women as possible all over the world. In order to do so, DDB Tribal picked up the latest viral trend among young women: haul videos. These videos are often put on the web by girls, who buy cosmetics and give make up tutorials on how to use the respective products. Together with the famous haul girl Nikkie, who has over 150.000 subscribers, DDB Tribal created the tutorial “a crash course to shine” carrying the message in a way that is designed for impact.

 

By using this platform the narrow target group is addressed directly in terms of age and interest. Having a famous make-up artist as the spokesperson makes the message relevant and even more believable to the target group. “In only five days the video was shared, re-tweeted and has been watched almost 110.000 times. DDB Tribal and Volkswagen started a real discussion on YouTube with over 2,100 relevant comments. And this is exactly what we believe Social Creativity must do”, says Eric Schoeffler, Chief Creative Officer of DDB Tribal.

 

Link to the video: http://www.youtube.com/watch?v=wMFqSjjnte0&feature=youtu.be

 

 

Agency

 

Chief Creative Officer: Eric Schoeffler

Creative Direction: Marc Isken, Nils Haseborg

Art Direction: Lilli Langenheim

Copywriter: Valerie von Meiss, Lennart Frank

Account Manager: Christina Müller

Agency Producer: Susi Schneider

 

Production

 

Film Production: MR. BOB Films

Producer: Ben Foehr

Director: Milo

Artist & Styling: Nikkie de Jager

Project Management: Hakan Çırak

Editor: Sebastian Gross

Camera & Light Design: Michael Schreitel

Set Maker: Croft Company

Post Production: Pirates 'n Paradise  Berlin

Sound Design: Giesingteam Kai Hoffmann