Land Transport New Zealand in 2007 commissioned a printed and bound full page insert providing the image of a car which physically crumples at the side when an attached tab is pulled. The advertisement provides a working demonstration of the damage a car suffers when a bad decision at an intersection leads to a side-on collision. As the reader pulls the tag out further, the paper becomes more crumpled and the text highlights the severity of likely injury – from relatively minor ‘cuts to face’ to ‘death’.
Developed at Clemenger BBDO, Wellington, the insert was created at Service Printers, Wellington. The advertisement was featured in the Press shortlist for Cannes International Advertising Festival 2007.