Title	THE SNEAKY PILLAR
Brand	DNB
Product/Service	CAR INSURANCE
Category	D06. Transit
Entrant	TRY REKLAME Oslo, NORWAY
Idea Creation	TRY REKLAME Oslo, NORWAY
Production	BACON OSLO Oslo, NORWAY

Name	Company	Position
Caroline Riis	TRY	Creative
Eirik Sørensen	TRY	Creative
Kristina Skogen	TRY	Project Manager
Arne Eggen	TRY	Account Director
Jeppe Gjesti	TRY	Designer
Ola Narum Berg	Bacon	Executive Producer
Julien Alary	Bacon	Grade
Erlend Mjømen Knudsen	Bacon	Editor
Andreas Bjørseth	Bacon	Director of Photography
Andreas Riiser	Bacon	Director

Write a short summary of what happens in the ambient or digital execution or campaign.

To promote DNB's new car insurance offer, we played on an insight most drivers can relate to: That parking pillars can sneak up on you when you least expect it. We constructed a remote-controlled parking pillar, built to blend in perfectly in a busy parking garage outside Oslo. Unsuspecting drivers were then ambushed by our evil pillar, as it was sneaking in behind cars backing up, blocking their doors and messing with peoples' head. The drivers soon realized that it was all a joke, and when looking carefully at the pillar, our message was exposed, explaining our new insurance benefits. The drivers soon realized that it was all a joke, and when looking carefully at the pillar, our message was exposed: "1 out of 3 insurance-claims are parking related. Luckily, with DNB you can dent your car once a year without losing your no-claim bonus."