CRASH TEXT DUMMIES
CLIENT
NISSAN
TYPE OF CLIENT
AUTOMOTIVE
CATEGORY
OOH, ACTIVATION
PROBLEM
UAE has one of the world’s worst road safety records—texting and driving, especially among youth, remains a major cause.
IDEA
Create life-sized sculptures made from crashed car parts shaped like texting shortcuts (FYI, OMG, LOL)—a visceral reminder of the cost of distracted driving.
STRATEGY
Take the message to the most at-risk group—students—by placing the sculptures at university campuses and encouraging pledges via QR codes
EXECUTION
Each towering sculpture included a scannable QR code linking to a mobile site, where users could pledge safer driving and learn about Nissan’s safety innovations.
RESULTS
100K+
Student Interactions
Engaged directly with the audience most at risk—young drivers on campus.
1000+
Pledges
Each scan led to a safety commitment, turning awareness into action.
Viral Spread
Across Social
The sculptures became shareable symbols of responsibility and prevention.
1
Unforgettable Message
Drive safe. Don’t text. Because some shortcuts cost lives.