Volvo is talking about the importance of safety belts. This time the auto brand and the Ogilvy & Mather Dubai employed a simple and clear concept: retro is trendy, safety belts are retro.
The company developed the three-point concept of safety belt in 1959, and these simple «additions» are popular and save lives even in out technological epoch. The Massimo Dutti fashion brand helped to show that fashion can change, but some things remain essential. The creation of Swedish engineer Nils Bohlin continues to be one of the most important “accessories” in any vehicle.
The campaign has several prints with ladies and men dressed in clothes of 60-ies through our era. The tagline is «Invented by Volvo in 1959. In fashion ever since. The three-point safety belt.» The developers of the project promoted the idea through the www.safeandstyle.com website and a fan-page on Facebook.
The interest for the campaign was also supported by a sweepstake with a Volvo as a grand prize, which closed in December.
