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?
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