Volkswagen Jetta "Safe Happens"

The Volkswagen Jetta included an impressive laundry list of German-engineered safety features. But, most automobile safety ads relied on the same old formula: controlled collisions in controlled environments with simulated human beings. And always talked about avoiding the accident. This was the inspiration for Safe Happens. With TV spots, banner ads, and a site where you could customize a Jetta, and crash it, everyone was talking about Safe Happens, and sales rose 20 percent.

This campaign won Cannes Lions, CLIOs, One Show Pencils, ANDYs and LIA awards.