Volvo Middle East collaborating with Massimo Dutti for seatbelts

Looking back to 1959, we see how times have changed. Everything from music and food to hairstyles were different and many fashions have come and gone. However one thing has remained the same: The three point seat belt invented by Volvo. To celebrate this milestone, Volvo Cars Middle East is collaborating with Massimo Dutti – the highly sophisticated fashion brand – in the UAE and Kuwait to celebrate the 50th anniversary in style and communicate the importance of wearing the seatbelt.

We are living in an ever changing world where speed in motor vehicles has increased considerably, re-establishing the need to buckle up and make the importance ‘click’ in people’s minds. The three-point belt has played a central role for occupant protection in all Volvo cars since its introduction in 1959. Created by Nils Bohlin, Volvo’s chief safety engineer, the three point seat belt became standard in 1969 in all cars.

Roula Beiruty, Marketing Manager of Volvo Cars Middle East said: “To celebrate the 50th anniversary of the seat belt, Volvo will be taking consumer back through time by creating a dialogue around safety and fashion. The idea is to marry education with fashion and fun by showing that the seatbelt will never go out of fashion. Hence the main objective in this communication is to make people aware of the fact that the seat belt is a timeless model of innovation, excellence and safety ever since 1959. To keep the public completely in tune with the activities of the campaign we also created a Facebook group -Safe&Style-which will be updated regularly.”

Haidar Ismail, Brand Manager of Massimo Dutti added: “We are collaborating on this campaign with Volvo in an effort to proactively spread the message of road safety. Additionally, the placement of a mannequin wearing a seat belt in selected Massimo Dutti window displays throughout November and December creatively plays on the idea that the safety belt is fashionable and will always be fashionable. Additionally, we are also offering our consumers an opportunity to win a Volvo car by making a purchase of $136 from our participating stores in the UAE and Kuwait until 15th December 2009.”

The three-point safety belt has become a timeless model of innovation, excellence and safety and remains central in the future’s safety solutions. All Volvo ask during their celebration anniversary is that you wear your three-point safety belt on every trip – whether you are driving a Volvo or not.