In the month leading up to prom, the local cops would put a car that had been totaled in a drunk driving accident in front of my high school. It was done as a way to deter drunk driving and Mothers Against Drunk Driving (MADD) were behind it. I'm not sure how effective it was, as kids will be kids after all, but from my perspective it was the first time I'd seen non-traditional advertising. I didn't even know it was called that but I knew I wanted to do it for a living. (Having a copywriter mum didn't help either.)
This effort is far from being just a boring old totaled car. NRMA insurance, Whybin\TBWA Sydney and Digital Arts Network Sydney took that concept and injected it with growth hormones until it became a popup shop for a genuine immersive experience. Not only do you see a crashed car, but also get to try out (virtually) what it feels like to be a crash test dummy, take a driver concentration test, and so much more. If you happen to be in Sydney Australia March 18-27 2014, you should head over to 65 York Street, to check it out in person.
Really nice idea.
Creative: Whybin\TBWA Sydney
Digital: Digital Arts Network Sydney
PR: Eleven PR Australia