The carbon benefits of mass transit are hard to deny: A motorcoach can carry over fifty people, and, in a single trip, take 50 cars off the road. So to advertise Sweden’s Flygbussarna airport-shuttle service, the ad agency Acne took a totally literal approach: They built a sculpture of a bus, using 50 destroyed cars. It now sits at the side of the road near Malmö Airport, and it’s backed by a Web site that calculates carbon savings.
Apparently, it was massively successful: Sales grew, and the sculpture itself regularly caused traffic jams, as passing cars slowed down for drivers to gawk. The local media in turn produced a series of stories, pondering whether ad campaigns could be too effective: