The Campaign

Focusing on the fact that many parents have their children watch YouTube videos in cars, a device was designed where the actions of taking off the seatbelt locks-up the app in use, whereas when the seatbelt if put back on the app gets unlocked. When the belt is removed, it lets off a yelling bell sound encouraging to put the seat belt on. The action of wearing a seatbelt sublimated to an entertainment ‘switch’ for locking and unlocking their favorite smartphone app.

Creative Execution

Re-imagining a non-living safety device, the seatbelt, as a face, with the red button being the mouth, we added eyes to create a loveable character which children could easily get attached to. The action of putting on a seatbelt was transformed into a fun action in which Bellton ‘eats’ the insert plate. This characterization approach was also used for the smartphone/tablet control system. In this way, the overall communication experience was carefully designed to reach out to children using a multi-dimensional format.

Indication of how successful the outcome was in the market

The characterization of seatbelts by designing an eye shaped device brought upon a feeling of "affinity" and "attachment" to the hearts of children who do not like seat belts. In addition, the overall integrated design between the hardware (buckle design) and software (app) complemented to the success in changing the act of wearing a seatbelt into a positive impression, making the child to think that "I want to wear it myself!" . This product which encourages buckling-up on their own, is a fun solution that can create a seat belt wearing habit that continues on to the child's future. Featured on NHK (major national broadcaster), business TV programs and various other media.