Safe & Style


We encounter messages about seat belts on a regular basis from organizations, the press, and the public. So how do we celebrate the anniversary of the seatbelt with a fresh new angle? We decided to engage our audience, by taking people back through time and marrying education with fashion and fun. We looked at how much fashion has changed since 1959. Think bee-hived hair, psychedelic satins or colossal shoulder pads. And the list goes on…

These insights sparked our concept: the seatbelt never goes out of style.

Each strategic, budget-conscious channel brought the concept to life. The tactical component? A chance to win a new Volvo by spending AED 500 at Massimo Dutti and registering online at

‘Safe and Style’ ads depicted models wearing seatbelts, decked out in iconic fashion moments through the decades. A ‘Safe&Style’ magazine featuring bold fashion spreads, interviews and style-savvy content was distributed across media outlets, dealerships and Massimo Dutti stores throughout Dubai and Kuwait. Postcards were placed in trendy cafés and galleries throughout town. Live models were featured in window displays, both buckled up with seatbelts and styled up with iconic fashions, piquing the attention of passersby. Social media channels like Facebook spread the word and shared the style. And the seatbelt? It was celebrated in a brand new way, giving people a fresh new reminder to always buckle up.