South Africa has one of the highest road accident rates in the world with 14000 deaths each year. Many of these involve objects in the blind spot. Here things come at you from all sides. From the delivery drivers on scooters to cyclists.

Dedicated to creating a safer journey for all, Volkswagen wanted to demonstrate that "The People's Car" are putting the people first by developing safety systems (IQ.DRIVE) with everyone in mind, and raising awareness of those most at risk on the road. Not just Volkswagen drivers.

We need to show our solidarity for motorcyclists and cyclists, raise road safety awareness, improve brand sentiment, engage with potential customers in dealerships, and drive consumers to find out more about VW's IQ.DRIVE safety system with Blind Spot Monitor.

The success of this campaign completely relied on effectively creating a visual experience for the audience. One that truly took onlookers by surprise. To ensure the installations were as realistic as possible, we worked with specialised product designers to develop accurate to scale replicas of those most at risk on the road – Food delivery driver and cyclist. These were then primed and treated with Black 3.0. A paint so black it removes definition, rendering objects "invisible". The life-size, “invisible” installations, were 2,4m (7.8ft) x 2,4m (7.8ft) x 6m (20ft) long when assembled and launched nationally at Volkswagen’s key dealerships and Dealership conference during World Motorcycle Awareness Month. Dealerships are often crowded with cars, so we needed to disrupt the space with something that really caught the public's eye. The bigger the installation, the greater the reveal when people discovered what was hiding in plain sight.

South Africa has one of the highest road accident and fatality rates in the world. Bikers and cyclists are some of the most at the risk, and with the rapid rise of motorbike-based delivery services, there has been a 30% increase in accidents amongst food delivery drivers. Going into Winter, these drivers face an increase in risk as more people look to order in the worse the weather gets. Many of these drivers have little riding experience and their chances of surviving a crash unscathed is slim. To make matters worse, the demise of the train system has seen more freights trucks transporting heavy loads across the country in vehicles that are unroadworthy and the country is facing frequent nationwide blackouts (loadshedding), which affects all street lights and traffic lights, making it harder to see scooters and delivery drivers at all, let alone in the blind spot.