In a creative awareness campaign for ADD (Sporting Association for the Disabled), life-size images of disabled athletes in wheelchairs were attached to airport luggage carts.
When people used these carts, it appeared as if they were pushing a real wheelchair with a Paralympic athlete holding sports equipment.
Powerful illusion not only caught passengers’ attention but also delivered important message about supporting disabled athletes.
Text invited donations with the appeal: “Ajude um atleta a ir para a Paralimpíada. Faça uma doação.”
(“Help an athlete get to the Paralympics. Make a donation.”).
Wheelchair Luggage Cart: Cumbica International Airport, São Paulo.
