PROBLEM: In 2018 drowsy driving was responsible for over 200 deaths and more than 12.000 injuries.
INSIGHT: ‘It’s OK, I can make it’: that’s what most people think getting behind the wheel while feeling sleepy. It takes a strong and clear message to remind them that they can be totally wrong.
Teaming up with Maryam Ashkanian, the Iranian artist who can depicts very complex images on pillows, we will sew scenes of an accident due to drowsy driving on a number of pillows.
This shocking cushions will be displayed in the place where you least expect to see a safe driving campaign: a popular Eminflex shop, the major brand producing mattresses and pillows in Italy.