The idea's development had special care on creating a totally surprising experience replicating the airbag's impact when a car has an accident. Creating a device that was invisible at the beginning and spectacular at the end.

The channels were restaurants and bars frequented by the target, allowing us to get into their environment in a memorable way, making ourselves live within their daily life, promoting a positive message.

* With only an investment of 37,000 USD we obtained 700,000 USD in free media.

* The activation generated thousands of online conversations after just one week.

* We got more than 80 impacts in the 20 places where we put the device.