Cannes Lions

ANTI-SPEEDING

SAATCHI & SAATCHI , Auckland / RODNEY DISTRICT COUNCIL / 2009

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The Rodney district contains a highway that leads north of Auckland, New Zealand's largest city. It is one of the most dangerous roads in New Zealand and has a rising death toll due specifically to speeders. We wanted to show people how violent the force in a crash was, so we had an engineer calculate what a head on collision would be equal to in grenades. At 125 kph it is equal to 10 grenades exploding. To demonstrate this we blew up a car, then reconstructed it with 1000's of pieces of string. The mobile was open to the public to come and experience and national media picked up on it. This wasn't a film technique, it was created by hand, string by string, so instead of just filming it we sent out the calculations and the shots of the exhibition in a viral form because 10 grenades doesn’t just apply to cars driving in this particular stretch of road.

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