In the middle of 2015, Tel Avivians were surprised to find out their lives were about to change due to the start of the light train constructions. Their daily commute would now become a daily McGyverish hack, in trying to find alternative transportations - a bit like the London Underground strike, which Sure deodorant took advantage of to sell more antiperspirant.

The best alternative for the anticipated traffic jams was obviously scooters, so for Kymco it was a golden opportunity to stand out as the best transportation option. ACW-GREY inserted a real Kymco scooter inside a large glass box with the headline "Brake in case of emergency", in a central junction next to the center of the light train constructions, allowing pissed off commuters to eye the alternative option.

Ad agency: ACW-GREY Creative VP: Tal Riven Creative director: Eran Talmor Art directors: Yossi Even Kama, Karin Gross Copywriter: Yael Koren Supervisor: Lior Gilad Account manager: Bat-Hen Masasa
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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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