For the anniversary of the airbag, our client Mercedes-Benz wanted a promotion that positions the brand as socially responsible and as a driver of innovation in the field of safety. They also wanted to open up the brand to a younger, design-oriented target audience.

The final design is the result of the objective to stay as close as possible to the original form of the airbag. The stitching on the outside refers to the unique lifesaving stories, which are told in detail on a label on the inside of the bag.

The premiere at Berlin Fashion Week got a lot of attention and was a huge success for the AIDBAG. Since then, the complete first edition of the AIDBAG (50 bags at €249) has been sold out and its revenue (€12,450) has been donated. The second edition (500 bags!) is already in production and there are plans to collaborate with a world famous designer. For Mercedes-Benz, it’s clear that the AIDBAG will become a regular item in its product range.