Reykjavík Agency Uses Highway On-Ramp to Create World’s Largest Pink Ribbon

Reykjavik Highway Pink Ribbon_sm

Drivers heading downtown to Reykjavik were in for a surprise as they entered the looping the on-ramp for the Miklabraut (the highway that connects the suburbs to the city centre). The bland grayness of the asphalt had been transformed to a vibrant bright pink overnight.

What they may not have known at the time was that when viewed from high above, the on-ramp had become as the world’s largest pink ribbon. (I’ll call it that until I hear different)

It was part of the campaign to raise awareness of breast cancer, created the ad agency Brandenburg.

[via Creative Criminals]