Road accident rates in the UAE are among the highest in the world. Using a hand-held phone while driving is known to be a major distraction, and is also illegal. Since using a hands-free phone device significantly reduces the risk of distraction, Sony Ericsson decided to focus on how their use could help save lives on the road. To help support the campaign, Sony Ericsson gained the endorsement of the Dubai Police in a campaign to promote their use, and it ran in English and Arabic, and also on radio and in print.

It's easy to preach or shout, but we wanted to seduce the reader, with a graphically-striking approach, into a form of demonstration of how even the most casual of conversations while driving could turn out to be their last. Thus the typographical route shows someone having a typical conversation while driving. It comes to an abrupt end in an explosion when, distracted, the driver is involved in an accident.

The campaign provoked lively front-page comment and coverage in popular UAE newspapers, and led strands of discussion on radio stations. Sales of Sony Ericsson hand-held devices are growing more rapidly than ever.