"Pimp my new ride"

Problem:
Young people like fast cars. Lack of experience combined with a sense of invulnerability makes a lethal cocktail.

Solution:
To prevent young people from getting into car accidents we wanted to form a collaboration between
the Danish Road Safety Council and MTV. A series of spoof episodes of the famous MTV program
"Pimp My Ride" - a popular show among young people who love cars and speed.


On the television shows Xzibit visits young guys in wheelchairs, real life victims of
traffic accidents, to pimp their new rides:





















Billboards and print ads to promote the new MTV show:







On the website you can watch the episodes, behind-the-scenes stories of the car accidents,
chat live with the injured person after the show, and pimp your own ride: