GIANT CLEAVER by Euro Rscg Adwork Jakarta for Indonesian Railways

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GIANT CLEAVER

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Industry Traffic safety
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Indonesia
Agency Euro Rscg Adwork Jakarta
Executive Creative Director Ndang Sutisna
Art Director Aditya Agung Prakasa
Copywriter Aldy Dewandhana
Producer Giyanto
Photographer Giyono, Ully Zoelkarnain
Account Supervisor Gina Grasiana
Released December 2009

Credits & Description

Category: Ambient: Special Build
Advertiser: INDONESIAN RAILWAYS
Product/Service: ROAD SAFETY AWARENESS
Agency: EURO RSCG ADWORK
Executive Creative Director: Ndang Sutisna
Creative Director: -
Copywriter: Aldy Dewandhana
Art Director: Aditya Agung Prakasa
Account Manager: -
Account Supervisor: Gina Grasiana
Advertiser's Supervisor: -
Illustrator: -
Typographer: -
Photographer: Ully Zoelkarnain/Giyono
Producer: Giyanto
Other Credits: -
Date of First Appearance: Dec 20 2009 12:00AM
Entrant Company: EURO RSCG ADWORK, Jakarta, INDONESIA

Description of Ambient execution
Problem: Many accidents happened train crossing gate in Indonesia. Cars, motorcycle, even people often cross the railways when the alarm is on and the gate is moving down. It is very dangerous! Idea: Instead of putting usual notice board (that people never notice), we replaced the existing gate with A "Giant Cleaver" to demonstrate how the train will chop you up if you keep trespassing. The copy says, (after translated) "Don't be reckless. Stay safe!" Result: People clearly receive a relevant message in an unexpected way and it grabs many attentions. The Giant Cleaver made drivers stop when alarm is on and the gate moving down. It has been a breakthrough that Indonesian Railways ever did, and more importantly, it helps to save lives. Result:

English Translation of Main Headlines
"Don't be reckless. Stay safe!"