Agency Network: 
May 2008
Dutch Railways:  Speed camera
Dutch Railways Ambient Ad -  Speed camera


Ambient advertisement created by Only, Netherlands for Dutch Railways, within the category: Transport.


Treat yourself to the highspeed train.

Advertising Agency: ONLY, Amsterdam, The Netherlands
Creative Director: Harry Puts
Art Director: Frank Mineur
Copywriter: Dimitri Michels
Account Executives: Barbara Kok, Carin Plat
DTP: Frans Beijer, Calvin Tang
Production: Brandxtension
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skeMaMen's picture

Now for the first time, I'm saying that this really SUCKS!
If you drive near that bilboard and see "treat yourself to the hi-speed train", passing the police car and speed camera, you're gonna step on it on the pedal and when you speed up higher than a limit, you'll be far away from the police... So, what's the point...?

This really SUCKS!

>>> Design with no knowledge about printing, it's not design!

Activity Score 432
Graphic & Prepress designer |

>>> Designed to be signed...

rocketman's picture

what are you talking about man? they're advertising a train, a hi-speed train. they're not telling you to step on it.
i think it works.

Activity Score 385
Creative Director at jwt / glue
gonzohj's picture

Son of a....

C'mon guys, IMO this will link the product with the police and everyone knows they are the enemy.
The concept behind the ambient is nice but it a twist of some kind in order to raise the empathy with the target consumer. Maybe instead of hiding the police they should tell the drivers where are they hiding, adding a payoff stating that in order not to be playing "hide and seek" you should take that train.

We are all ignorants, but we don't all ignore the same things...

Activity Score 103

"We are all ignorants, but we don't all ignore the same things..."

Adtronix's picture

Actually the policecar isn't very well hidden, obviously on purpose. I think it works.

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