Crashed Car Sculpture

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Gideon Amichay


Junction of Ayalon 20 at the slip road to Route 5
Tel Aviv


20 meters tall


15 tons of scrap metal



Description A sculputre in the shape of a whisky bottle assembled from 80 cars that crashed
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
1 message:"Don't drink and drive"
Advertising Agency: Shalmor Avnon Amichay/ Y&R Interactive Tel AvivChief Creative Officer: Gideon AmichayExecutive Creative Director: Tzur GolanCreative Director: Amit GalArt Director: Ran CoryCopywriter: Paul PaszkowskiMedia: Moshe Nur - Nur Star Media

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The Shalmor Avnon Amichay/Y&R agency estimates that 1,000,000 people were exposed to this warning every day before it was disassembled in 2010.