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Tech & Innovation

Busting Thieves One Dyetonator at a Time

Snatching a purse off an unsuspecting victim and fleeing on a motorbike makes it difficult for the thief to be caught. In Malaysia, local sportswear brand Ash Be Nimble wondered if there was anyway they might help bring about justice for those who have been victimized by this rampant act.

Enter the Handbag Dyetenator.

It looks like a totally inconspicuous handbag accessory—a charm or keychain. But inside packs quite a punch. Via an SMS sent by any phone, the Dyetonator can be remotely detonated, releasing colored dye and a smoke flare. The thief might have gotten away momentarily, but they’re immediately marked and visible to law enforcement who are in pursuit.

For the project, Ash Be Nimble also collaborated with the National Council of Women’s Organizations Malaysia (NCWO) to call for tougher laws on snatch thieves.

“We’ve always believe in empowering women and going the extra mile. We hope that the Handbag Dyetonator will act as a deterrent to snatch thieves,” says Hui Mathews, founder of Ash Be Nimble.

When a brand acts on its purpose—in Ash Be Nimble’s case, the goal to empower women—it can not only make a difference in the market, but also more importantly in the lives of consumers.

Check out the work by Ogilvy & Mather Malaysia below:

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