AUTOLIV "THINK OUTSIDE THE CAR"
| Title | AUTOLIV "THINK OUTSIDE THE CAR" |
| Brand | AUTOLIV |
| Product/Service | ASD |
| Category |
D04. Spatial & Sculptural Exhibitions and Experiences |
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Entrant
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AUTOLIV Stockholm, SWEDEN
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Idea Creation
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GULLERS GRUPP Stockholm, SWEDEN
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Media Placement
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GULLERS GRUPP Stockholm, SWEDEN
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PR
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GULLERS GRUPP Stockholm, SWEDEN
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Production
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GULLERS GRUPP Stockholm, SWEDEN
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Post Production
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GULLERS GRUPP Stockholm, SWEDEN
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Additional Company
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CAMP DAVID Stockholm, SWEDEN
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Credits
| Hemming Lindell |
Gullers Grupp |
CFO |
| Johan Yilmaz |
Gullers Grupp |
Chief Creative Officer |
| Malin Gerentz |
Gullers Grupp |
Project Manager |
| Igor Isaksson |
Gullers Grupp |
Architect |
| Igor Isaksson |
Gullers Grupp |
Architect |
| Henrik von Celsing |
Gullers Grupp |
PA Advisor |
| Tobias Borgin |
Gullers Grupp |
Copywriter |
| Johanna Sturk |
Gullers Grupp |
PR Advisor |
| Kaisi Rosin |
Gullers Grupp |
Art Director |
| Ilkka Isaksson |
Gullers Grupp |
Experience Designer |
| Ronja Harletun |
Gullers Grupp |
Junior Experience Designer |
| Pelle Helmstein |
Gullers Grupp |
Producer |
| Yoel Svenzén |
Gullers Grupp |
Graphic Designer |
| Stina Lütz |
Camp David |
Director |
| Kristina Wiborn |
Camp David |
Executive Producer |
| Lolo Uggla |
Camp David |
Producer |
| Nils Lindgren |
Camp David |
Production Manager |
| John Strandh |
Camp David |
DOP |
| Mia Andersson |
Camp David |
Stylist |
| Jovanna Ramaeus |
Camp David |
Production Designer |
| Madeleine Gaterud |
Camp David |
Hair/makeup |
| Johan Kjellberg |
Camp David |
Editor |
| Nicke Jacobsson |
Camp David |
Grade |
| Erik Olsson |
Camp David |
Sound |
| Wille Rising |
Camp David |
Online |
| Andreas Saag |
Camp David |
Music |
Background
1.4 million people died from traffic accidents last year. Half of them were vulnerable road users like pedestrians, cyclists etc. To achieve the Global goals, this number need to be halved. It is time to think outside the car. As the global market leader in airbags, Autoliv has unique understanding of the people behind the accidents. As well as innovative products like airbags on the outsides of cars and for electric scooters. During the third UN Global Road Safety Conference in Stockholm. The brief was to show that the technology to save lives outside the car exists, towards politicians and industry leaders. To open their minds and demand these products. We created a unique exhibition for these high profile decision makers, to create qualitative personal meetings. We also targeted them through hyperlocal billboards, emotional films, social media and targeted PR. The budget was 2,5 million SEK.
Describe the creative idea (40% of vote)
Autoliv was the pioneer in the commercialization of the airbag. Today with a 41 percent global market share in seatbelts and airbags. We conceptualized the form of the airbag, that is usually found inside the car, to think outside the car and to build awareness of the new innovations of airbags on the outside of cars and for electric scooters. We created an eye-opening exhibition in the form of “traffic-garden” to spark a conversation of increased safety for vulnerable road users. In an emotionalfilm, to create a sense of urgency for the new products, we follow a family where the brother has been hit by a car. To do her part in ensuring that nobody has to go the same trauma, his sister attaches all the soft things she can gather, on the outside of their car. Thus, embodying the innovative thinking of Autoliv’s airbags on the outside.
Describe the execution (40% of vote)
In the exhibition, the actual form of the airbag was used as a foundation toattach bicycles, electric scooters and mopeds up in the air. In a kind of weightless state that arises in a collision, showcasing the exposed situation of the vulnerable road users. A film showing the emotional impact of an accident on a family, together with films of actual products and statistics, were projected on to the airbags and screens. The new perspectives were channeled through a panel discussion. The message was highlighted where the target group moved. Through hyperlocal outdoor ads showing the innovative products around the event space and at the airport terminals where they landed and departed. A targeted conversation on LinkedIn built interest before the event and gathered leads afterwards. Strategic PR was used to get the word out and to increase relevance and credibility.
List the results (20% of vote)
The exhibition engaged over 100 high profile leaders from the car industry, electric scooter start-ups, as well as politicians, NGO’s and road safety experts. By presenting new data and solutions, in an eye-opening arena, under several hours, Autoliv forged new important relations with the people that can make a real difference. A survey showed that all visitors got new relevant knowledge out of their experience, as well as an increased interest for the vulnerable road user safety systems. The exhibition will be implemented globally, setting the wheels in motion towards a future where road fatalities are fading in the rear-view mirror.