Creativity

Peruvian Retailer Provides a 'Home' for Tired Drivers on the Highway

Sodimac Homecenter Provided Offered "Bedrooms" for Cars

By Alexandra Jardine. Published on Feb 11, 2016

Editor's Pick

One in three road accidents in Peru are due to fatigue, and one of the country's most dangerous roads is the Panamericana Sur highway: a long straight road through a mainly desert landscape, dotted with plenty of advertising billboards but with nowhere to stop.

Home improvement retailer Sodimac Homecenter decided to go one better than an ordinary billboard on the highway -- it built a "rest center" for cars, furnished like a home. As seen in this video, vehicles could pull into specially designed "bedrooms" and drivers were given a sleep mask for getting some rest and coffee when they woke up. What's more, unlike a motel, it was all free of charge.

McCann Lima came up wtih the stunt, working with media agency Starcom and Petty on billboard implementation.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Feb 11, 2016
Client:
Sodimac Homecenter

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.