We wanted to create awareness for the New Volvo V40’s Park Assist feature and believed that the best way to do this was to literally illustrate its benefit in real life scenarios that every person could relate to – the frustration, anger and annoyance caused by bad parkers.

By going to public parking areas like shopping malls, we made public spectacles out of these bad parkers in an intriguing and bold way, and did what everyone who has been a victim of selfish parkers has always wanted to do – call them out and draw attention to them.