Groupama: Santino Safety System


The idea starts from a local custom: Italians have always appealed Santini (religious icons on the car dashboard) to feel safe at the wheel.

But today, it seems like there’s no Saint able to save them from the temptation of reading a smartphone notification, and texting while driving has become the first cause of car accidents.

We’ve created a new Santino that protects Italian drivers for real: Santino Safety System, the first Santino that, thanks to NFC technology, can dialogue with the driver’s smartphone, blocking incoming notifications and answering in his or her place to chat and SMS.

Advertising Agency:Saatchi & Saatchi, Rome, Italy
Executive Creative Director:Agostino Toscana
Creative Directors:Alessandro Orlandi, Manuel Musilli
Art Director:Alessio Bianconi
Copywriter:Alice Scornajenghi
Director:Daniele Brunelletti
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