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The Blind Spot

Award: Shortlist

Shortlist / Art Direction / Experiential / 2024

South Africa has 1 of the highest road accident rates in the world with 14000 deaths each year. Many involve objects in the blind spot. VW has a solution. Blind Spot Monitor. One of many innovative features in the IQ.DRIVE safety system. To bring this to light, we launched a campaign that people never saw coming. We created a series of life-size installations featuring objects that would commonly be found in your blind spot – Bikers & cyclists. Using a specialised paint called Black 3.0, a paint so black it absorbs light and turns objects practically invisible, we made the objects disappear.