HONDA MAGAZINE INSERT: This idea was inspired by a real event. A driver, traveling at 140km on a Johannesburg motorway, collided with a car standing stationary in the fast lane. Incredibly the driver survived with only minor injuries. He should have died. To convey what really should have happened to him, we perforated his image and placed the ad as an insert in various car magazines. There are actual perforations all over this execution, enabling readers to pull it apart at will.
Leo Burnett Johannesburg