In the wealthy GCC countries, younger residents pride themselves on following the latest fashion trend. They are extremely fashion-conscious and appearance is everything. Seat belts are thought of as an out of style accessory and as a result seat belts in the middle east have become a fashion faux pas rather a life saving safety feature.

Research showed that one in five young people in the Middle East don’t wear a seat belt when driving, and a staggering 92% of rear-seat passengers don’t wear one at all.

Volvo, the company that invented the seat belt, asked us to address this issue.

The core objective of the campaign was to relate to these young people, change the way they perceive seat belts, and drive them to wear them.

Our ads were published during Dubai Fashion Week, in style magazines and in and around shopping malls.

The idea was to combine seat belts and fashion items, creating luxurious fashion accessories, appealing to our target audience and realized exclusively out of seat belt material.

The seat belts were treated following the basket weave effect to create a particular texture, used to recreate the different items/accessories in this campaign, using the 3D technique to obtain the most realistic effect.