Tambour: RAINBOW PARKING

Credits & Description:

Category: Ambient: Transit

Advertiser: TAMBOUR

Product/Service: PAINT

Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV

Executive Creative Director: Tzur Golan

Creative Director: Yariv Twig

Copywriter: Sharon Refael/Hagai Ramati

Art Director: Gil Aviyam

Account Manager: Liron Ben-Yakov

Account Supervisor: Yael Yuz

Producer: Hagai Ramati

Other Credits: Executive Client Director: Tal Fishbein/Planning Director: Yehoram Davidi

Date of First Appearance: Feb 25 2010 12:00AM

Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL



Description of Ambient execution

Parking regulations in Israel are color coded:
Red-White = no parking
Blue-White = paying parking

To celebrate Tambour Paints "Color Month" and reinforce the company tagline "Look what color can do" the company sponsored free parking on Eilat's "Hotel Boulevard" (Israel's no.1 tourist city).

Tambour took over the entire Boulevard and painted all sidewalk borders in all colors of the rainbow. Anyone parking on a color got to park for free.
Now: Rainbow Parking=free parking

Timing: 5 weeks - peak tourist season
Eilat residents and tourists (250,000) were exposed to Tambour Rainbow Parking. More than 50,000 cars enjoyed free parking.