Every year, thousands die in motorcycle accidents. Yet, very few opt to wear an airbag vest—which has been proven to save lives in crashes—with many citing they don't like how it looks. Ogilvy Madrid and the Directorate General for Traffic came together to create the Airbag Alive campaign. First, the campaign created a fashionable airbag vest. Then, to promote the vest, we did a photoshoot in the style of haute couture, with a major twist. The photos captured the models taking part in actual motorcycle crashes, creating stunning images of cyclists being protected by the vest—and looking good throughout it all.