These Car Insurance Billboards Illuminate Roads at Night Instead of Themselves

La Caja, a leading car insurance company in Argentina, has been creating campaigns with brand purpose around road safety messages since 2018. 

For the summer, the brand tasked TBWA\Buenos Aires with locating some of the most dangerous roads and curves in Argentina and setting up advertising billboards that illuminate the road instead of the actual billboard during the night.

According to TBWA\Buenos Aires ECD Juan Cruz Bazterrica, one of the biggest challenges was finding the right place to put the billboards: "We had to identify the most dangerous curves around Argentina, and then find out if it was even possible to place the billboards there. We then had to find out how big the billboard needed to be to light the roads properly at night. We had huge help from the National Road Safety Organisation to assist us and make sure the billboards where correctly angled and the lights avoided the oncoming traffic."