Monday, August 24, 2009

Will Dubai Drivers Wear Gucci Seatbelts?

Like the United States, the United Arab Emirates, wants to encourage young drivers to wear their seatbelts. But the UAE has a unique approach to their nationwide safety campaign. Instead of an ad campaign and the fear of tickets they are creating the Fashionable Seatbelt campaign which will be launched after Ramadan. Seatbelts will be covered with images of the national flag, sports logos and logos of fashion houses like Gucci. Figures from the Health Authority Abu Dhabi say that only 11 percent of Emiratis wear their seatbelts. Designers will be invited to submit ideas for the seatbelts and the plan is to eventually have the color of your seatbelt as something that is chosen when you pick out your car. It seems like an interesting idea but knowing how notoriously litigious Gucci and other luxury brands are when it comes to protecting their intellectual property, I think that the campaign might have a tough time using the fashion logos.