Drivers who don´t use seat belts are often young, immature and inexperienced. We wanted to find a forum which put our message about using seat belts into a relevant context for this group. We decided to coup the premiere of the high testosterone film, Fast & Furious 6. A film event our target group most surely would attend.

Advertising Agency: Kitchen Leo Burnett, Oslo, Norway
Art Directors: Øystein Vik, Ole Hallvard Kveseth
Copywriter: Bendik Romstad
Account Director: Roald Ankerstad
Production: One Big Happy Family
Director: Sebastian Wartin
Published: June 2013