These movie goers are brutally reminded how looking at your mobile phone while driving can kill.

What a brilliant way to communicate how risky it is to use mobile phones while driving. Volkswagen has taken a bold step in its attempts to stop drivers from using their mobile phones at the wheel, surprising cinemagoers at a packed Hong Kong theatre with an interactive shock campaign.

Watch the video above to see how the Volkswagen Eyes on the Road campaign panned out.