Title	UNTOUCHABLE CARS
Brand	MOUNTAIN RIDERS
Product/Service	MOUNTAIN RIDERS
Category	A08. Charities, Public Health & Safety, Public Awareness Messages
Entrant	J. WALTER THOMPSON PARIS, FRANCE
Idea Creation	J. WALTER THOMPSON PARIS, FRANCE
Production	2H56 PRODUCTIONS Paris, FRANCE
Additional Company	THE MIX MEN Paris, FRANCE

Name	Company	Position
Anne-Cécile Tauleigne	J. Walter Thompson Paris	Executive Creative Director
Adrien Mancel	J. Walter Thompson Paris	Copywriter
Paul-Émile Raymond	J. Walter Thompson Paris	Art Director
Ludovic Marrocco	J. Walter Thompson Paris	Creative Director
Christelle NGuyen	J. Walter Thompson Paris	Agency Producer
Julien Chesne	J. Walter Thompson Paris	Senior Art Director
Jeanne Le Cam	J. Walter Thompson Paris	Art Director
Eric Auvinet	J. Walter Thompson Paris	Senior Copywriter
Chloé Ducrey	J. Walter Thompson Paris	Account Manager
Julia Descourtis	J. Walter Thompson Paris	Post Production Producer
Claire Paillot	The Mix Men	Producer
Etienne Grosjean	2h56 Productions	Producer
Thibault Walthert	2h56 Productions	Director
Loïc Phil	Freelance	Music Composer
Christian Burger	www.christian-burger.com	sculptor

The Campaign

Introducing the Untouchable Cars, the cars so delicate that no one, not even their drivers dare to use them.With the help of 9 snow sculptors, we used the existing fresh snow on top of cars to cover dozens of vehicles with delicate animal statues, icons of the mountain’s extreme fragility. Transforming them into a unique media to communicate our green message and convince drivers to use public transport.

Creative Execution

We asked 9 award-winning snow sculptors to help us create and design statues and scenes specially made to decorate the top of cars.Over only two nights, and using a natural raw material; the fresh snow on top of cars, they managed to sculpt animals out of snow on top of dozens of cars parked in the busiest areas of the resort: near the slopes, outside shops, along busy roads and car parks.The next days, the tourists found sculptures on top of their cars that took the form of mountain animals, from wolves, foxes, bears and birds of prey to rabbits and marmots…These statues were accompanied by a message inviting the drivers to defend the mountain against CO2 by using the resort’s free public transport service.

Results

Not only did nobody dare to destroy the sculptures by using their car on the day of the operation and over the following days, we also noted a real change in behaviour in the Chamonix resort, with the use of the free shuttle increasing by 30%, equalling a 17% reduction of CO2 levels in the air. And thanks to social media, the initiative stretched beyond the bounds of the resort in order to reach a larger audience.With this entirely ecological initiative, we proved that it is possible to have an impact on the public with a campaign that has zero impact on the environment.

Cars, the primary cause of Co2 emissions in ski resorts, became themselves the key element of this campaign. By making them untouchable, covered with fragile and poetic animals, we reached people at the exact moment that they were about to create pollution. Transformed cars were everywhere around the station. People loved the statues. So much that not only the drivers felt concerned and warned. It became very complicated for them to break the statues and create pollution just for a few miles while free shuttles were all around.

Mountain Riders is an organisation that, through various initiatives, works to raise awareness about defending the environment in mountain areas.Chamonix is one of the most symbolic resorts of the French Alps, but it is also one that is most threatened by pollution.We decided to catch our target audience at the exact moment when they were about to use their vehicles. The cars themselves became the media. And by using the fresh snow on top of them, we created a zero environmental impact campaign.