Doremus Campaign for TRW Automotive Pairs People with Safety Systems

Doremus, the specialist business communications agency with offices in New York, San Francisco, Frankfurt, London and Hong Kong, is once again putting “safety” at the center of TRW’s new campaign for its state-of-the-art automotive components that help to keep drivers and passengers safe.

Using four fresh ads to be translated into five languages (English, Japanese, French, Chinese and German), the photography by E.J. Camp captures engaging groups of people incongruously holding various components that work together to help create life-saving safety systems within vehicles.

The groups include a family, a soccer team, hikers and snowboarders stylized to be credible representatives from any of the countries where the ads will appear.

The tagline for the campaign is simply: “safety,” which is the TRW Automotive philosophy for most of the products they make. The target audiences are key decision makers within auto manufacturers all over the world.

Systems depicted in the ads cover a broad range of TRW’s safety systems portfolio. One ad shows components that actively work together to help keep the vehicle under control, to prevent events such as rollover accidents, and occupant safety systems that help mitigate the impact should an accident be unavoidable. Another shows TRW safety technologies that work together to provide vehicle stability control and at the same time enable energy-regenerative breaking for hybrid-powered vehicles.

“TRW Automotive is committed to developing first class safety systems,” said Manley L. Ford, Director, PR & Communications, “and we feel our campaign translates our passion for protecting people to an international audience in a positive, compelling way.”

The ads build on the prior success of a similar TRW campaign launched in 2004. They will appear internationally starting in July publications of Automotive News, Automotive Engineer International, European Automotive Design, Vehicle Dynamics International, Le Journal de l’Automobile and Nikkei Automotive Technology among others.

The Team:
Creative Director: Michael Prieve, Chief Creative Officer
Art Director: Vito Zarrillo
Copywriter: Phil Kann
Photography: EJ Camp
Account Director: Dick Bondy

With 2006 sales of $13.1 billion, TRW Automotive (http://www.trwauto.com) ranks among the world's leading automotive suppliers. Headquartered in Livonia, Michigan, USA, the Company, through its subsidiaries, employs more than 63,000 people in 28 countries. TRW Automotive products include integrated vehicle control and driver assist systems, braking systems, steering systems, suspension systems, occupant safety systems (seat belts and airbags), electronics, engine components, fastening systems and aftermarket replacement parts and services.

Doremus is a specialist in a world of generalists. With offices in New York, San Francisco, London and Hong Kong, we specialize in business communications, helping companies to grow. We do this by leveraging a unique understanding of our clients’ target audiences … taking the complex and making it compelling through intellect, insight, ideas and impact.


Doremus is a part of the Omnicom Group Inc. Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, interactive, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.