Brief

Inform parents about the rigorous, top-of-the-line testing standards which set Graco apart from other car seat brands, and which literally save young children’s lives.

Creative solution

Talking about kids being involved in auto collisions can be… off-putting.

So instead, we talked about kids being kids.

By focusing on the little ones tumbling about as they practice their first steps and first cartwheels, we reminded parents of what really matters—and slipped in our message about how these same tumbles could happen in a vehicle.