"Dangling by a thread.

Promoting its insurance plan that covers any damage inflicted through no fault of the owner, Russian insurance brand Intouch worked with Proximity Russia / BBDO Group on a stunt designed to demonstrate the unpredictable things that can happen to cars.

Starting on Wednesday, it dangled a 350kg grand piano, suspended by nine ropes, over a parked car Moscow garage. Twice a day for a whole week, a real random event will determine the fate of each rope. For instance if it rains at some point during the day, or if oil prices go up, a rope will be cut. The action is being broadcast live at carvspiano.ru. and on Twitter (@carsvspiano.) Visitors to the site can vote for what they want the next random scenario to be. "

Creativity Online:
creativity-online.com/work/intouch-car-vs-piano/27376
creativity-online.com/work/intouch-car-vs-piano-case-study/27744

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ProximityBBDO, Moscow

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