We let a real dentist set up her office in the midst of oncoming traffic for a day, to put a spotlight on the risks associated with roadwork. The absurdity of the situation is meant as an eye-opener to the risks. In a recent study conducted by the National Society for Road Safety in Sweden, 6 out of 10 cars were driving too fast when passing roadwork, and there are at least 300 accidents every year at roadwork sites.

Advertising Agency: Garbergs, Stockholm, Sweden
Art Director: Sebastian Smedberg
Copywriter: Per Forssberg
DOP: Anna Bergqvist
Account Manager: Malin Boustedt
Account Director: Jan Lindfors
Director: Iam Production
Published: September 2015