Ash Be Nimble: Dyetonator

Posted on May 16, 2017 in Design, Direct, PR, Promo & Activation — Share this via

Snatch theft is a rampant threat in Malaysia. Victims have been severely injured or even killed as a result of these attacks. The most common target is women. But as culprits strike fast and disappear on motorbikes, catching them becomes next to impossible. Ash Be Nimble, a homegrown sportswear brand, wanted to go the extra mile to give some control back to Malaysian women. Handbag Dyetonator is the world’s first device that brands snatch thieves after they’ve committed the crime. Masked as an inconspicuous handbag accessory, it ignites a coloured dye pack and fires a smoke flare when a theft occurs, making it easier for the culprit to be apprehended. To activate the device, the victim simply needs to send a detonation code via SMS, from any mobile phone. Using the built-in GPS, women can also locate and retrieve their stolen handbags.