Case Study: Cybex achieves safer child travel with AKQA's Anoris T i-Size campaign

Cybex creates the safest toddler-plus seat ever tested with AKQA

AKQA partnered with Cybex, which faced the challenge of innovating in the child car seat market. While rear-facing seats were the safety standard, they limited parent-child interaction and legroom. Cybex's challenge was to market its new forward-facing Anoris T i-Size seat, which featured an integrated airbag, in a way that clearly demonstrated its protective benefits without causing parental anxiety.

The solution implemented by AKQA was a cinematic global campaign that used a transparent crash test dummy to visually demonstrate how the airbag technology deploys to protect a child. This approach, combined with an emotional musical score, illustrated the key safety benefits without the stress of depicting an actual crash. As a result, the Anoris was independently recognized by ADAC as the safest seat ever tested in its category and also won a Red Dot award for best innovative product. AKQA successfully helped Cybex communicate a new standard in child safety.

Cybex