To prove how unpredictable car accidents are, Intouch insurance in Russia created a live 24/7 web broadcast. A 359 KG grand piano was suspended from nine ropes above a car in a Moscow garage during seven days. Twice a day people could vote on a live broadcast 24/7 on carvspiano.ru for an unpredictable real event resulting in one rope being cut. For example: if the temperature in Moscow rose to +21C one rope could be cut. If FC Barcelona advanced to the Champions League Final that same week, another rope would be cut. A live Twitter feed was projected on the wall and a timer clock kept the audience intrigued, waiting for the next rope to be cut-or not. On the 6th day the piano fell down on the car and proving that even if we couldn’t save the world from falling pianos we did make more drivers consider buying our intouch ”no fault” car insurance.
The Car vs Piano stunt was developed at BBDO Russia Group, Moscow, by creative directors/art directors Luis Tauffer and Andres Vergara, art directors Lucas Zaiden and Cloves Menezes, copywriter Polina Zabrovakaya, digital creative Ilya Andreyev, photographer Artiom Gelvez Kostenko, digital director Ekaterina Smygnia, digital producer Igor Kholopov, account director Alena Aleksandrova, agency producer Valery Gorohov.
Filming was produced at Park Productions by producer Maria Yakushina, production manager Andrey Grishin and general producer Dmitriy Dobuzhinsky.
Digital work was done at INDEE Interactive by digital director Evgeny Borisov and producer Alexey Zinchenko.
Music was produced at Goudron Music Factory. Sound was produced at CM Records by producer Pasha Voloshin and composer Alex Nemir.