Lowe Roche Gets Dirty with Mad Max Makeovers

With the fourth instalment of the Mad Max franchise, Mad Max: Fury Road, arriving in cinemas globally over the last few days, Lowe Roche offered to give cars muddy makeovers in spirit of the film.

In the movie, cars wear dirt as a badge of respect and the concept was transferred to the streets thanks to the cool campaign. The agency transformed an area of Toronto into a post-apocalyptic wasteland, similar to the setting of the films. The set was inhabited with scrap metal, pyrotechnics, coloured smoke grenades and characters dressed in the attire of the filmic world.

At the centre of the campaign was a Dusty Car Wash and fans were invited to bring their cars and have them covered with dust, making their vehicles canvases for the artists involved. Imagery from the movie was created on each vehicle including skulls, flames, gears, movie quotes and the title and release date.

The result of the campaign was a hoard of moving billboards advertising Warner Bros.' latest hit.