In recent years, distracted driving has become a major issue on German roads, with texting and driving being one of the leading causes of accidents. In January 2023, almost 23,000 people were injured in traffic accidents in Germany – 8% or almost 1,800 more people than in the same month last year due to the Federal Statistical Office (Destatis).   Volkswagen positions itself as the brand that makes technology feel human. Therefore, the brief for the campaign was to create a powerful message that would resonate with people and raise awareness of how technology should be consciously used while driving promoting Volkswagen as a socially responsible brand that cares about its customers' safety.