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THE SAFETY CAKE
Making people realize they drive safer with a cake than with a friend.
Client
Renault x Responsible Young Drivers
People drive more carefully when there’s food on the passenger seat than when there is someone sitting there. So we highlighted this absurd fact by creating a cake so fragile, that it forces everyone to drive safer.
CREDITS
Creative Directors Joost Berends, Jens Mortier, Philippe De Ceuster
Creatives Geoffrey Masse, Nicolas Mouquet
PR Manager Anne-Cécile Collignon
Producers Tuyen Pham, Amandine Clio, Anneleen Van De Voorde
Social Media Manager Jonas Van Bael
Strategy Philipe Gerin, Laura De Mey
Digital Project Manager Shaina Vanderplancke
DTP Sophie Bayeul, Vito Lattorata
Director Michaël Bombeeck
DOP Piet Deyaert
Editor Jelle Stroo
Sound Raygun
Pastry Chef Maison Zack
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