Cannes Lions

ROAD SAFETY

PUBLICIS ARGENTINA, Buenos Aires / RENAULT / 2012

Film
Film

Overview

Entries

Credits

Overview

Execution

Art has always been used to express society’s problems, but never to try to eradicate a problem in particular. Stupid Art was the first show that showed the consequences of drinking and driving as works of art. Not as any art, but as the stupidest kind of art.

To develop this exhibition, well known local artists were called in and asked to reimagine various accidents that had occurred thanks to alcohol. The artists reimagined each accident, and transformed it in to a work of art with their own specific vision.

These artworks formed the first exhibition of Stupid Art, which toured all the major squares of Buenos Aires, in a way that thousands of people could experience it, and hopefully be more aware of the problem.

Outcome

•In just the first 3 days, over 6,000 people visited the exhibition.

•The exhibition was featured on national television and major newspapers.•Over 60 blogs and prominent websites commented on the exhibition.

•During the exhibition, Renault Argentina’s website had 250% more traffic than the month before.

•The show was blogged, posted and commented on 15,000 times on Facebook, Twitter and Pinterest.

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