Crumpled Car in NZ Magazines

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’.

Crumpled Car insert by Land Transport NZ

Crumpled Car insert by Land Transport NZ
Crumpled Car insert by Land Transport NZ

Credits

The Crumpled Car insert was developed at Clemenger BBDO, Wellington, by executive creative director Philip Andrew, creative director/copywriter Mark Harricks, art director/copywriter Brigid Alkema, account supervisors Linda Major and Briony Small, typographer Chris Chisnall and photographer Diederik van Heyningen. The insert was created at Service Printers, Wellington.