Cannes Lions

ORIGINAL PARTS

ALMAPBBDO, Sao Paulo / VOLKSWAGEN / 2015

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Overview

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Credits

Overview

Description

The idea was to emphasize the importance of using exclusively original auto parts. To this end, we created a concrete activation that took an unique approach to showing how most knock-off auto repair parts are made, without the quality or care that go into manufacturing an original part.

Execution

Working with this idea, we managed to come up with a real and unexpected way to show just how easy it is to make copies of auto parts for a lower price, but with equally low quality. We created this interactive display and placed it in a large auto-parts shopping center for several weeks during some of its busiest days, thus reaching thousands of people a day. The activation went as planned.

Outcome

The purpose of the intervention was to draw the public’s attention to the topic. This objective was completely fulfilled. The intervention’s placement in a large auto parts shopping center served as a conversation topic for the public, in some cases changing their choice of replacement parts.

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