Cannes Lions

ANTI-SPEEDING

SAATCHI & SAATCHI, Auckland / RODNEY DISTRICT COUNCIL / 2010

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To demonstrate that the energy of a crash at 125kph in a head on collision is equal to 10.3 grenades exploding simultaneously, we blew up a car in a controlled environment with the force of ten grenades, collected the debris, reconstructed the car mid-crash, piece-by-piece, glass-shatter-by-glass-shatter, and invited members of the public to experience it first hand. A television commercial was produced and played on the local regional network post the event to demonstrate to viewers the force of a head on crash – to promote the anti-speeding message.

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