DDB Berlin and Volkswagen Say: Don't Make-Up and Drive!

In collaboration with YouTube star Nikkie, young women are informed about the underestimated danger of putting on makeup while driving

Apr 16, 2012, 12:06 ET from DDB Berlin

BERLIN, April 16, 2012 /PRNewswire/ -- Given a shockingly high figure of half a million car crashes a year caused by women drivers applying makeup (in the UK alone), awareness of this underestimated danger needs to be raised. Based on this insight the aim of a viral video by DDB Berlin and Volkswagen is to address a target audience of young women drivers and educate them about the danger of putting on makeup while driving.

The objective is to reach as many young women as possible all over the world. In order to do so, DDB Berlin picked up the latest viral trend among young women: haul videos. These videos are often put on the web by girls, who buy cosmetics and give makeup tutorials on how to use the respective products. Together with the famous haul girl Nikkie, who has over 150,000 subscribers, DDB Berlin created the tutorial "a crash course to shine" carrying the message in a way that is designed for impact.

By using this platform the narrow target group is addressed directly in terms of age and interest. Having a famous makeup artist as the spokesperson makes the message relevant and even more believable to the target group. "In only five days the video was shared, re-tweeted and has been watched almost 130,000 times. DDB Berlin and Volkswagen started a real discussion on YouTube with over 2,100 relevant comments. And this is exactly what we believe Social Creativity must do," says Eric Schoeffler, Chief Creative Officer, DDB Tribal Group.

Link to the video: http://www.youtube.com/watch?v=wMFqSjjnte0&feature=youtu.be



Chief Creative Officer: 

Eric Schoeffler

Creative Direction:       

Marc Isken, Nils Haseborg

Art Direction:               

Lilli Langenheim


Valerie von Meiss, Lennart Frank

Account Manager:       

Christina Muller

Agency Producer:        

Susi Schneider


Film Production:          

MR. BOB Films


Ben Foehr



Artist & Styling:              

Nikkie de Jager

Project Management:   

Hakan Cırak


Sebastian Gross

Camera & Light Design:   

Michael Schreitel

Set Maker:                   

Croft Company

Post Production:         

Pirates 'n Paradise  Berlin

Sound Design:            

Giesingteam Kai Hoffmann

About DDB Berlin:

DDB Tribal Group GmbH is a creative agency with offices in Berlin, Dusseldorf, Hamburg, Vienna and Wolfsburg and works for clients such as Volkswagen, Telekom, Henkel, McDonald's, eBay, Deutsche Bahn, IKEA and others.

DDB Berlin is an agency of DDB Worldwide, the largest advertising agency in the USA and the third largest agency network worldwide. With more than 200 offices in over ninety countries DDB is known as the most creative multinational agency network.

DDB Worldwide is an independent entity of the Omnicom Group Inc. N.Y.

For further information please contact:
Inga Draeger
Corporate Communication Manager
DDB Tribal Group GmbH
Neue Schonhauser Str. 3-5, 10178 Berlin
T: +49 30 240 84 355
F: +49 30 240 84 54 355
presse@ddb-tribal.com; www.ddb-tribal.com