Most people aren't aware that in England alone, more than 500,000 traffic accidents are caused by women applying makeup. This is a danger that Volkswagen wanted to bring to light. Based on this insight, we wanted to educate women drivers on the unknown hazards of applying makeup while driving. No one ever expects to be in a car accident - the whole experience is extremely jarring and shocking. We simulated this sensation in a video with the intention of opening our audience's eyes to a very plausible reality.

Launch the campaign
Published
August 2012
Topics

The Story

Most people aren't aware that in England alone, more than 500,000 traffic accidents are caused by women applying makeup. This is a danger that Volkswagen wanted to bring to light. Based on this insight, we wanted to educate women drivers on the unknown hazards of applying makeup while driving. No one ever expects to be in a car accident - the whole experience is extremely jarring and shocking. We simulated this sensation in a video with the intention of opening our audience's eyes to a very plausible reality.

The objective was to reach as many women around the world as possible. In order to capture their attention, we placed the message exactly where they’d visit to learn about makeup: haul channels, the latest viral trend among women. These haul videos consist of ordinary girls who buy cosmetic and then show off their “haul” in a video via a makeup tutorial. We worked with Nikkie, a famous haul-girl with over 170,000 subscribers and 25 million views, to broadcast our message. We uploaded the video solely to Nikkie’s YouTube channel and it has since proliferated to other major social networks.

The Technology

The Results

Without seeding a single cent of media spend, the video accumulated over 1.2 million views, 8,400 likes, thousands of retweets and massive amounts of blog coverage within two weeks of going live. A multitude of comments demonstrate that the video has transcended the level that the average “surprising” viral amounts to and has truly sparked a conversation about whether life is worth risking – even for the most beautiful makeup.

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Eye Shadows

32034

Rhinestones

1832

Makeup Removing Pads

Launch Date April 5, 2012