In recent years, distracted driving has become a major issue on German roads, with texting and driving being one of the leading causes of accidents. In January 2023, almost 23,000 people were injured in traffic accidents in Germany – 8% or almost 1,800 more people than in the same month last year due to the Federal Statistical Office (Destatis).

Volkswagen positions itself as the brand that makes technology feel human. Therefore, the brief for the campaign was to create a powerful message that would resonate with people and raise awareness of how technology should be consciously used while driving promoting Volkswagen as a socially responsible brand that cares about its customers' safety.

Since the German legislation prevents roadside digital billboards to have complex movements to not distract drivers, the pieces were designed to bring the iconic “typing” element to life featuring only a minimalist photography approach and simple yet iconic animation, with a clear and powerful message that would resonate with the driving-by audience.

The digital OOHs reached more than 13.000 drivers daily and generated significant conversation and awareness about the dangers of texting while driving. By owning the iconic “typing” graphic element, we could be highly effective in conveying the message, with many people sharing the ads on social media. The campaign helped position Volkswagen as a socially responsible brand that cares about its customers' safety and how they interact with technology while driving.