Safety Cake: the cake that can save lives

Would you treat a cake better than you would your friends? Turns out, most people do. Research shows that when Belgian motorists have food on the passenger seat 87% of them drive with extra care. Because they really don't want to ruin that cake.

This insight led mortierbrigade to come up with the idea of the Safety Cake. A beautiful and fragile piece of pastry that has an immediate impact on the motorists' driving behaviour. Joost Berends, Creative Director at mortierbrigade, explains:

"The idea started from the principle that we drive more careful when we transport food on the passenger seat, like for instance a pizza, some Chinese takeaway or a cake. An inquiry further confirmed this observation. With the Safety Cake we seek to bring across a very clear message about our driving behavior not being very logical, in a way that people can recognize. Because why wouldn't you be just as careful with your passengers as with the cake standing next to you?”

With the hashtag #TreatYourFriendsLikeACake mortierbrigade invites motorists to treat their friends like a cake. I mean, with care.

Laura Gonzalez Schena, coordinator at RYD:

"With the Safety Cake we want to address road safety in an original and positive way. We don't want to moralize or point fingers, yet seek to open the discussion with a positive message.”

The Safety Cake is part of a global awareness campaign and also has a wide social component, in order to reach as many young people as possible. With the hashtag #TreatYourFriendsLikeACake RYD and Renault invite young motorists to treat their friends as they would a cake. Motorists can find the campaign movie on www.safetycake.be, along with the recipe to drive safely.

Ad agency: mortierbrigade - Brussels