How do you get people to take home the "Don't drink and drive" message, they've heard it all before, billboards seem to have little impact (pardon the pun), dramatic TV numbs us to the gore.... Shalmor Avnon Amichay/ Y&R Interactive Tel Aviv thought "perhaps making the billboard out of actual crashed cars will do the trick?"
80 cars that crashed in accidents
15 tons worth of metal
20 meters tall giant bottle shaped urban construction
1 of the country's busiest highway and intersection
3 months long project – starting today
1,000,000 people exposed to the message every day
"Don't drink and drive"
Advertising Agency: Shalmor Avnon Amichay/ Y&R Interactive Tel Aviv
Chief Creative Officer: Gideon Amichay
Executive Creative Director: Tzur Golan
Creative Director: Amit Gal
Art Director: Ran Cory
Copywriter: Paul Paszkowski
Media: Moshe Nur - Nur Star Media
Client: Or Yarok / Nur Star Media