You Can’t Read These Insurance Billboards at Night. They Light Up Dangerous Roads Instead

TBWA\Buenos Aires gets smart (and safe) for Argentina's La Caja

Working with Argentina's National Road Safety Organization, La Caja insurance used its billboards to light some of the country's most dangerous road curves. TBWA\Buenos Aires
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Car insurance companies like to say they help protect motorists, but drivers usually only see the benefits after they’ve already been in an accident. But one Argentine insurer found a creative way to convey its safety message—while actually keeping drivers safe in the process.

TBWA\Buenos Aires’ new billboards for La Caja Generali, Argentina’s leading auto insurer, put a creative and potentially life-saving twist on the lighting that usually highlights outdoor ads at night. Instead, these ads point their lights at unsafe roads to help drivers spot potential danger.

The agency and brand worked with Argentina’s National Road Safety Organization to identify some of the country’s most dangerous curves and place the billboards at the right locations to safely illuminate each treacherous turn.

“We had to identify the most dangerous curves around Argentina, and then find out if it was even possible to place the billboards there,” says TBWA\Buenos Aires ecd Juan Cruz Bazterrica. “We then had to find out how big the billboard needed to be to light the roads properly at night. We had a huge amount of help from the National Road Safety Organization, who were able to ensure the billboards where correctly angled and the lights didn’t distract oncoming traffic.”

The text of the billboard reads, “To see this bend is more important than to see our billboard.” The video about the innovative ad placement will also be promoted through digital and TV advertising.

“What we love about this idea is that it’s very simple,” says agency CEO and CCO Pablo Poncini. “Although central to our campaign, the target audience was not only those driving these dangerous routes late at night. We wanted to ensure that everyone across Argentina knew how La Caja was taking unique action to improve road safety across the country, so we focused on telling a very human story to make the campaign more relevant.”


Advertiser: La Caja Generali
Agency: TBWA\Buenos Aires
CCO: Pablo Poncini
ECD: Juan Cruz Bazterrica / Guillermo Castañeda
Creative team: Joaquín Camicha / Pablo Bugueiro Bertier
Head of TV: Charly Aguero
Agency producer: Juliana Orcaizaguirre
Account director: Loreley Fuganti
Strategic planning: Emilia Araujo
Production house: Primo Buenos Aires
Director: CLAN
Executive producer: Caro Cordini
Producter: German Lentini
Cinematography: Marcos Hastrup
Art director: Magui Peralta
Editor: Manuel Salomon
Vestuario: Marina Claypole
Postproduction: Pickle House
Music: Noroeste Musica
Responsible for the client: Ivan Ferrando / Patricio Lars Hellstrom / Cristian Alonso

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@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."