Volkswagen Jetta

Safe Happens

PROJECT: Turn award-winning safety features into a controversial conversation.

All cars seem to come with the same standard safety features. How do I know which model will best protect me in an accident? In the Safe Happens Campaign, surprising accidents on TV and beyond emphasized the features found in a VW that help ensure Safe Happens.

The campaign resulted in a nation-wide conversation. Leading to over 30% increase in Jetta sales.

AGENCY: CP+B