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