Press Release

Berlin, 16th April 2012

DDB Berlin and Volkswagen say: Dont make-up and drive!

In collaboration with YouTube star, Nikkie, young women are informed about the underestimated danger of putting on make up while driving
Given a shockingly high figure of half a million car crashes a year caused by women drivers applying make-up (in the UK alone), awareness of this underestimated danger needs to be raised. Based on this insight the aim of a viral video by DDB Berlin and Volkswagen is to address a target audience of young women drivers and educate them about the danger of putting on make up while driving. The objective is to reach as many young women as possible all over the world. In order to do so, DDB Berlin picked up the latest viral trend among young women: haul videos. These videos are often put on the web by girls, who buy cosmetics and give make up tutorials on how to use the respective products. Together with the famous haul girl Nikkie, who has over 150,000 subscribers, DDB Berlin created the tutorial a crash course to shine carrying the message in a way that is designed for impact. By using this platform the narrow target group is addressed directly in terms of age and interest. Having a famous make-up artist as the spokesperson makes the message relevant and even more believable to the target group. In only five days the video was shared, re-tweeted and has been watched almost 130,000 times. DDB Berlin and Volkswagen started a real discussion on YouTube with over 2,100 relevant comments. And this is exactly what we believe Social Creativity must do, says Eric Schoeffler, Chief Creative Officer, DDB Tribal Group. Link to the video: http://www.youtube.com/watch?v=wMFqSjjnte0&feature=youtu.be

Credits: Agency Chief Creative Officer: Creative Direction: Art Direction: Copywriter: Account Manager: Agency Producer: Production Film Production: Producer: Director: Artist & Styling: Project Management: MR. BOB Films Ben Foehr Milo Nikkie de Jager Hakan rak Eric Schoeffler Marc Isken, Nils Haseborg Lilli Langenheim Valerie von Meiss, Lennart Frank Christina Mller Susi Schneider

Editor: Sebastian Gross Camera & Light Design:Michael Schreitel Set Maker: Croft Company Post Production: Pirates 'n Paradise Berlin Sound Design: Giesingteam Kai Hoffmann

About DDB Berlin: DDB Tribal Group GmbH is a creative agency with offices in Berlin, Dsseldorf, Hamburg, Vienna and Wolfsburg and works for clients such as Volkswagen, Telekom, Henkel, McDonalds, eBay, Deutsche Bahn, IKEA and others. DDB Berlin is an agency of DDB Worldwide, the largest advertising agency in the USA and the third largest agency network worldwide. With more than 200 offices in over ninety countries DDB is known as the most creative multinational agency network. DDB Worldwide is an independent entity of the Omnicom Group Inc. N.Y.

For further information please contact: Inga Draeger Corporate Communication Manager DDB Tribal Group GmbH Neue Schnhauser Strae 3-5, 10178 Berlin T: +49 30 240 84 355 F: +49 30 240 84 54 355 presse@ddb-tribal.com; www.ddb-tribal.com