Or Yarok, the Association for Safer Driving in Israel, is campaining now with this installation.
Drinking and driving are a deadly combination. No one doubts this, but still many drivers choose to ignore this fact.
Agency Shalmor Avnon Amichay/ Y&R Interactive Tel Aviv decided to confront drivers with the harsh reality of what happens when you drink & drive and make the message so big it could no longer be ignored.
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 campaign – starting today
1,000,000 people exposed to the message every day
1 message: “Don’t drink and drive”
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