The message became more important than its source. Seeing the alternative, drivers reacted as authorities only dreamed of.

We changed the conversation in the category making the drivers stand up for their right to have seatbelts and wear them.

The experience created a lasting impression making everyone rediscover and reconsider the seat-belts and their utility.

Nobody wanted to the take the car out of the dealership without the seatbelts, regardless of promo offers. They all left the dealership wearing the seatbelts. Maybe for the first time.

Considering the immensely powerful response, the Romanian Traffic Police decided to use the movie of the whole experience as mandatory material in all driving school theoretical courses in Romania and adopt this way to address drivers from now on.