MISPLACED AIRBAGS by Publicis Mexico and Mini Mexico

6 out of 10 women wouldn’t dream of going to work without makeup.
1 in 4 believe that not wearing makeup could cost them a promotion.

Which would explain why women frequently apply make up while driving. 
The idea: For their safety, and the safety of others, we demonstrated that there’s 
a time and a place for everything. 
The execution: In many bars and restaurant’s restrooms, we hide airbags that activate when a woman is in front of the mirror. 
In Mexico 22% of car accidents are caused by women drivers. 
More than 1,273 lipsticks are destroyed each year. 
Resulting in more than 400,000 USD worth of damage each week. 
Accidents could be avoided if women stopped applying makeup while driving.


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