CUPRA Germany · Germany · 2025Digital & Tech · Social
Crash Text Auto.
CUPRA uses a driving game to make the distraction of texting felt by players.
- Brand
- CUPRA Germany
- Agency
- BBDO Germany
- Market
- Germany
- Region
- Global
- Year
- 2025
Campaign images
The challenge
Move a familiar road-safety warning beyond awareness by letting young drivers experience the problem in a setting without physical risk.
The idea
The campaign builds distraction into gameplay. Messages compete for a player's attention while driving, connecting the interruption to consequences inside the game. The experience uses a native gaming behaviour to make the campaign's road-safety point.
Case study source: Gerety Awards 2026 Source ↗
Credits
- Client / Brand
- CUPRA Germany
- Creative Director
- Maximilian Müller; Heitor Buchalla Ferreira
- Media Agency
- PHD Germany
