The Animal Detecting Billboards were temporally installed on roadways at dangerous wildlife crossing areas in the spring, which is the most likely time for road kill accidents to happen.
Combining LED Billboards, BMW Night Vision technology and the data generated from prior road kill accidents made it possible to run an outdoor campaign which let drivers experience the benefits of BMW's safety system right there where it was most relevant - while driving on the road at the most dangerous time.
In other creative billboard news for BMW: Germany's Jung von Matt/Spree created the first crying billboard, check it out here.
Creative Credits:
Advertising Agency: Demner, Merlicek & Bergmann (Vienna, Austria)
Creative Director: Alistair Thompson
Art Director: Lukas Hueter, Sebastian Hofer
Copywriter: Alistair Thompson, Daniel Kovacs, Michael Wyhnal
Account Supervisor: Christin Herrnberger
Account Managment: Julia Dragosits
Producer: Marcello Demner
Production Assistant: Sandra Gloning
Director: Juergen Hackl
LED-Media: VSVL