Warner Bros. promotes Mad Max with dusty car wash
Warner Bros. Pictures Canada conducted a promotion in Toronto this week in support of its film Mad Max: Fury Road. Called "Dusty Car Wash," the promotion was developed by Lowe Roche of Toronto. The initiative made use of an installation designed to look like the post-apocalyptic setting of the movie. Consumers were invited to bring their vehicles into the installation, where they were coated in a layer of dust. Artists would then create images in the dust reminiscent of the movie, such as skulls, flames and gears, along with the title and release date.