Automotor Design & Branding CONCEPT CAR by Y&R Tel Aviv

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CONCEPT CAR

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Industry Traffic safety
Media Design & Branding
Market Israel
Agency Y&R Tel Aviv
Executive Creative Director Yariv Twig
Creative Director Oren Meir
Art Director Gil Aviyam
Copywriter Sharon Refael
Account Supervisor Aviv Ben Zikri
Released August 2011

Credits & Description

Category: Exhibitions & Live Events
Advertiser: AUTOMOTOR
Product/Service: ROAD SAFETY
Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV
Chief Creative Officer: Tzur Golan (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Executive Creative Director: Yariv Twig (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Creative Director: Oren Meir (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Copywriter: Sharon Refael (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Art Director: Gil Aviyam (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Digital Art Director: Ohad Tsaroom (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Account Supervisor: Aviv Ben Zikri (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Car Donation: Ha Maagar
Platform Design: Irgunit
PR: Sari Israeli
Account Manager: Gadi Margulian (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Media placement: Ambient - Automotor Exhibition - 8/4/12

Describe the brief from the client
Automotor is the main car exhibition in Israel, it's target audience is cars and driving lovers of all ages. The exhibition took place during 4 days throughout the Passover holiday and drew hundreds of thousands of people.

The exhibition gives the importers and car manufactures a platform in which they can show off their new car designs and all of the new developments in the car industry.

In light of the increasing numbers of accidents in the past few years, the exhibition's organisers have decided to implement a move that articulates responsibility and safe driving.

Describe the challenges and key objectives

The creative solution enhances, primarily due to its location and meeting, the most specific and most relevant audience there is.

A crashed car that has gone through an accident has a greater meaning when it is displayed at the heart of a car exhibition that shows off the newest, fastest and strongest cars out there.

The objective of the promotion was to create an awareness of the great problem of car accidents, making people think about their own driving habits and acquiring it in the most relevant and surprising location/

Describe how you arrived at the final design
The crashed concept car was not designed by an artist, an industrial designer or an art director, it was designed by life itself: by a driver who, in one reckless moment, crashed it and gave it the design that was showed off in the exhibition.

Apparently, sometimes the most un-designed element is the one that stands out the most in an environment that is filled with designed elements.

Give some indication of how successful the outcome was in the market
Hundreds of thousands of people were exposed to the display and were not indifferent to it. The crashed car display was one of the more photographed and media covered displays.

The model standing next to the car conversed with the audience and encouraged them to share their thoughts across the social networks.

It is the first time in many years that an exhibition has been held for such a cause to be shown.