IG Motorrad, a network of motorcyclists in Switzerland, is pushing for improved conditions for motorcyclists on Swiss roads. Their profile is being lifted with “Landmines”, a print advertisement developed by Euro RSCG Zurich. A road sign identifies an asphalted highway with a multitude of slippery manhole covers as a potentially fatal minefield. “Slippery manhole covers and slick road markings are some of the reasons why Switzerland suffers nearly 800 motorcycle accidents each year. Together we can clear the road for more safety and fun when riding our motorcycles.”
The Landmines ad was developed at Euro RSCG Zürich by executive creative director Frank Bodin, creative director Axel Eckstein, art directors Philipp Lengyel and Nicolas Vontobel, copywrier Ivan Madeo, photographer Oliver Nanzig and retoucher Alex Herzog at red.department.