See-Through Tractor Trailer

By John Farrier in Advertising, Auto & Transportation on Dec 22, 2009 at 8:26 am

The innovative designs by Russian advertising and design firm Art Lebedev have been previously featured on Neatorama, including a pessimistic piggy bank, a spreadsheet grill, a Tetris magnet set, an ice tray that spells out the word “eternity”, a clock that spells out the time, a Batman clothespin, a clock built into a whiteboard, and a piggy bank shaped like a gravity bomb. Their latest advertising gimmick, intended to encourage safe driving, is a see-through tractor trailer. A camera on the front of the truck captures what’s going on ahead and projects it on a screen on the back of the trailer. It’s called “Transparentius.”

Official Website via DVICE

Tags: art lebedev, tractor trailer

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Sue Dunham
Dec 22nd, 2009 at 8:45 am
This is a brilliant and useful idea.
By the way, that’s an optimistic piggy bank.
Gauldar
Dec 22nd, 2009 at 9:17 am
I like the idea of the projector displaying on the back of the truck. You can’t stop people from trying to change lanes and race ahead of a truck, but at least you can help prevent careless drivers from driving smack into on coming traffic due to obstructed view.
susanna
Dec 22nd, 2009 at 9:28 am
great blog! thanks, s
Gerry
Dec 22nd, 2009 at 9:35 am
Do you have to wave your magic wand and shake your hands when you say ‘Transparentius’???
whitcwa
Dec 22nd, 2009 at 9:42 am
As an artsy gimmick it is cool.
I suspect it would cause more accidents than it prevents.
What display technology does it use? I can’t think of any which are durable enough for this use.
Kate
Dec 22nd, 2009 at 1:54 pm
I could see this being useful in more urban areas. I can’t count the number of times I’ve been (a safe distance) behind a truck and it blocks my view of the traffic light ahead.
Anonym
Dec 22nd, 2009 at 5:24 pm
TIR means heavy truck in Turkish, i dont know what it’s doing all the way in Russia
UnreaL
Dec 23rd, 2009 at 1:14 am
Anonym, TIR is not in Turkish, it’s an international sign and the acronym is for the French “transit international routier”. See http://en.wikipedia.org/wiki/TIR_Treaty.
Foreigner1
Dec 23rd, 2009 at 4:43 am
And then— Even if this would be some Turkish truck with the TIR-sign on it somewhere deep in Russia- Why not? These heavy haulers do sometimes make very long hauls to collect or deliver goods- That is what they do by nature….

But I like the idea- I think I want that on my bike too!
people
Dec 25th, 2009 at 12:37 am
Not sure how practical it is but what a wonderful idea!
Skyfrog
Dec 25th, 2009 at 10:55 am
That just seems disorienting and confusing. We look at something shiny like that and see something in it and normally it’s a reflection, we don’t assume “Oh that’s an image of what is in front of this truck”. Unless you are aware of the technology and what you are seeing it’s just going to freak you out. Well it would me anyway.

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