Indonesian Railways Ambient Giant Cleaver by Euro Rscg Adwork Jakarta
The Ambient Advert titled Giant Cleaver
was done by Euro Rscg Adwork Jakarta advertising agency for Indonesian Railways in Indonesia. It was released in Feb 2010.
Indonesian Railways: Giant Cleaver
Brand
Media
Released
February 2010
Posted
February 2010
Market
Industry
Agency
Copywriter
Art Director
Executive Creative Director
Credits & Description:
Many accidents happened on train crossing gate in Indonesia. Cars, motorcycles, even people often cross the railways when the alarm is on and the gate is moving down. It is very dangerous! Instead of putting unusual notice board poster (that people never notice), they installed a giant cleaver shaped poster on the gate to remind people about the dangerous. The copy says, “Don’t be reckless, Stay safe.” People clearly receive a relevant message in an unexpected way and it grabs many attentions. The giant cleaver made drivers stop when the alarm is on as the gate moving down. It has been a breakthrough that Indonesian Railways ever did.
Tagline: “Don’t be reckless. Stay Safe.”
Advertising Agency: EURO RSCG Adwork, Indonesia
Executive Creative Director: Ndang Sutisna
Art Director: Aditya Agung Prakasa
Copywriter: Aldy Dewandhana
Published: December 2009, at Kalibata Train Station, Jakarta