Peugeot: Air Bag Case Study

A print ad inflates on impact.

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To advertise the safety benefits of the new Peugeot 408, Brazilian agency Loducca placed a mini airbag inside a print ad, inviting readers to hit a spot in the ad and see what happened. Upon impact, the tiny bag inflated, demonstrating in miniature what an airbag would do. The ad appeared in influential Brazilian business magazine, Exame, and was surrounded by special packaging ensuring the airbag was not triggered by accident.

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Jun 07, 2011
Loducca Sao Paulo
Creative Director:
Guga Ketzer
Creative Director:
Cassio Moron
Creative Director:
Marco Monteiro
Creative Director:
Pedro Guerra
Art Director:
Daniel Poletto
Art Director:
Roberta Moraes
Rodrigo Senra
Wolfgang F. Covi
Executive Creative Producer:
Sid Fernandes
Account Director:
Clineu Junior
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