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.