Fun work by Agency Loducca, Brazil, for Peugeot’s new 408 car. To show off the cars new 6 airbag Safety system the agency shipped in 50,000 pressure activated mini airbags from China, and placed them in Brazils top business magazine Exame. The magazines were sent out in secure packing and the air bag ads were activated when people were prompted to hit the magazine. Simple, yet impactful.