Tnuva-Mama Of: Parking lot hummer barrier

Credits:

Advertised brand: Tnuva-Mama Of
Advert title(s): NEW! Extra Thin Schnitzel
Advertising Agency (Name, City, Country): GITAM/BBDO, Israel
chief Creative Director: Guy Bar
Creative Director: Danny Yaakobovich
Copywriter: Yohai Asher
Art Director: Hadas Liwer

Production: Daniel Eshel
additional credits:
Published/Released/Aired (Month, Year): 6.09
Short rationale (optional):

The brief was to find an unusual way to promote a new product: Extra Thin Schnitzel, and use an Extra Thin Budget.
The creative solution: a Giant 3D Meat Hammer, which is ordinarily used for tenderizing chicken breasts and make them thiner, was placed on public parking lot barriers.
When the barrier opens, the hammer rises, and when it closes, it comes down, simulating it's use in the kitchen.
The many people who pass through every day, received a unique experience in a very unpredictable place.