Procter & Gamble: The Safety Make-Up

Covergirl wanted to generate awareness about a misuse of its product: applying make up while driving. Being the cause of 1 out of 5 car accidents in Mexico, Grey Mexico let the product do the talking. "Covergirl's Safety Make Up" is the first giveaway sample that opens once you lock your car. The samples were modified with a simple and economic device: an electronic system locking the sample would unlock it through the radio frequency emitted by car keys, so once the car is closed, the sample would open, uncovering our caring message: Don't make up and drive.