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ING Direct constructs coffee cup car in Edmonton

ING Direct is conducting a promotion in Edmonton intended to illustrate how cutting back on small daily expenses can increase savings. The promotion takes the form of a full-sized replica of a car constructed of coffee cups. The installation is located at the Churchill subway station, where it will remain until Sept. 8. Supporting material includes posters, floor decals, stair raisers and wall murals. Consumers can also enter a draw for $5,000 by guessing the number of cups used in the model and submitting their estimate via Twitter or Instagram. The promotion was developed by John St. of Toronto, with media buying by Initiative. The installation was constructed by Fourth Wall Media.

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