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.
The installation:
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”
Advertiser:
Or Yarok
Agency:
Shalmor Avnon Amichay/ Y&R Interactive Tel Aviv
Additional credits:
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
