Chistmas, a few years ago, it was decided to create a living ad in the center of Stockholm. En entire subway cart was to be transformed into a home, to demonstrate how far it can burn down in only 3 minutes. The advertising company that was given the assignment was unsure how to solve this and hired Bait to create the campaign. On the inside we created a kitchen and planted a number of possible fire hazards. The kitchen looking normal on one side and totally burned down on the other.
The following fire hazards were chosen by Bait: Sock on heating element, Christmas candles, dangerous electrical equipment, curtains and candles, an oven mitten on the oven, and a missing smoke detector.
The ad was run all Christmas and the passangers were talking very busy talking about their surroundings. A folder was printed, based on the campaign, to reach an even larger target group (this one made by the first cmpany, though).