To promote the safety attribute of the new Peugeot 408, which comes with 6 airbags covering 8 points of protection.
The effort would definitely make an impact, since airbags are not as common a car feature in Brazil as they are in the U.S and Europe.
We inserted 50,000 airbags in Brazil's most important business magazine. By hitting the ad, readers would make it inflate instantly.
Cannes Lions 2012 - media bronze
Cannes 2012 - press shortlist
FIAP 2012 - silver innovation
FIAP 2012 - bronze press
ABP Festival - bronze
CCSP (Brazilian Creative Annual)
Prêmio Abril (finalist)
Best Ads on TV - best of the week
Adfreak.com - top ten ads
Creativity Online - top ads 2012