MMGB: Sodimac Homecenter's rest 'homes' on highways

One of three road accidents in Peru is because of fatigue. So what do drivers need? 

 

They need rest, especially when they are on roads like the Panamericana Sur highway, which runs from capital Lima to the Chilean border, barren on either side, but for the billboards. 

 

So McCann Lima decided to turn these billboards into rest homes, where drivers can park and nap in a single-car garage decorated like a bedroom, courtesy Sodimac Homecenter. Free parking, with wifi and sleep masks. 

 

The case video brings to mind BBDO's work for Moltyfoam, when billboards turned to bed at night for homeless labourers. What next?

 

 

Credits

 

Agency: McCann Lima

CCO: Mauricio Fernández Maldonado/ Nicolás Romanó/ Christian Caldwell

Creative directors: Jomi Rivera / Erick Galván

Copywriters: Alvaro Soto

Art director: Kevin Contreras

Graphic designer: Luis Veliz

CEO: Max Gutierrez

Account VP: Andrea Roselló

Account director: Mirjana Slavkovic

Account executive: Daphne Kizner

Account assistant: Sandra Velasquez

Strategic planner: Alessandra Noceda

Production: Carla Dextre

Production house: Saturno

Post production: Highend

Audio house: Audiosuite

Media agency: Starcom

Billboard implementation: Petty