On Thursday, images showing a refrigerator having smashed through the roof of a car parked on the side of the road intrigued the Quebec web.
As a very serious media, the Bag of Chips of course reported the news.
• Read also: A refrigerator appears to have fallen onto a car in Villeray, but is this really the case?
But as keen observers that we are, we expressed some doubts about the authenticity of the scene.
Several elements indeed suggested that this was an advertising “stunt” and we were right.
An email titled Fridge fallen on a car: the mystery is solved reached us this morning and it explains the whole thing.
First, know that belairdirect was behind this installation.
“belairdirect orchestrated this incredible installation that featured a car completely smashed by a refrigerator that appeared to have fallen from an apartment building. This mysterious incident is an integral part of a 360° campaign aimed at raising public awareness. The element of surprise and the location of the activation in the heart of Montreal were intended to spark conversation,” we are told in the press release from public relations agency Hill & Knowlton.
Photo belairdirect + Hill & Knowlton
belairdirect therefore sought, through this staging, to raise awareness among the Quebec public (and more particularly Montrealers) of the importance of adequately insuring their new home, whether it be a house or an apartment, and their personal property.
• Read also: [VOX POP] These Montrealers have a lot to say about moving day
And, in this moving season, we wanted to remind ourselves of certain essential points:
- Reserve your moving truck and ensure your movers/truck have the required protections;
- Call your insurance company to adjust your home insurance to your new address;
- Be proactive, especially by preparing a good tool kit!
So there you have it, the message has been received!
And we really insist on bending your knees when you bend over to pick up a heavy object.
