SENTINEL BILLBOARDS

Elon Musk probably didn’t see this coming: Tesla’s in-car surveillance system has just been hijacked to promote... cycling.

The idea is simple, turn the Tesla’s Sentry Mode cameras into a new media space.

More precisely, to support Gorille Cycles, an innovative and socially conscious French e-bike company.

During three days in Paris, a “Gorilla Squad” reached Tesla owners with this daring idea, to raise awareness about sustainable mobility, displaying cheeky messages directly on their car cameras, such as:

“Maybe it’s time to park the car?”
“5km in an hour ? Cut it short, go Gorille.”
“Who needs 200 horses when you’ve got one Gorille ?”
“Horsepower is overrated, try Gorilla power.”

"At BELLE, we aim to create ideas that truly move things forward. Hacking a surveillance tool and turning it into a new media space was a natural fit for Gorille : clever, rebellious, and perfectly targeted to electric car owners already engaged in decarbonization,” explain Linda Bouderbala and Rémy Maufangeas, the creative duo behind the idea.

A viral video retraces the entire operation and has been widely shared among media and eco-conscious micro-influencers. You can watch the video here : https://vimeo.com/user99597354/sentinelbillboards-en (It already has over 90,000 views.)