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 100.000 times. DDB Tribal and Volkswagen started a real discussion on YouTube with over 2,000 relevant comments. And this is exactly what we believe social creativity must do”, says Eric Schoeffler, Chief Creative Officer of DDB Tribal.
Agency: DDB Tribal
Chief Creative Officer: Eric Schoeffler
Creative Direction: Marc Isken, Nils Haseborg
Art Direction: Lilli Langenheim
Copywriter: Valerie von Meiss
Account Manager: Christina Müller
Agency Producer: Susi Schneider
Film Production: MR. BOB Films
Producer: Ben Foehr
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