Did you know that celebrities play an important role for the advertising industry. Annually billions of dollars are spent on celebrity endorsement contracts. Theory and practice prove that the use of super stars in advertising generates a lot of publicity and attention from the public. The central goal of advertising is the persuasion of people.
That’s why the French government launched their safety-awareness campaign with Karl Lagerfeld, the most influential fashion designers of the late 20th century, slipped on a yellow reflective vest to deliver a message that road safety is important. The vest and a reflective triangle will become mandatory for all drivers and cyclists effective July 1, 2008. After a three-month grace period, violators will be fined 135 euros. Let’s see how Karl Lagerfeld can change the French’s habits by wearing an un-chic or in another word ugly yellow safety vest. 
Advertising Agency: Lowe Stratéus, Paris, France
Creative Director: Vincent Behaeghel
Art Director: Jocelyn Berthat
Copywriter: Philippe Lopez
Photographer: Dimitri Daniloff
Published: June 2008
