For the PRE-SAFE® precrash system from Mercedes-Benz, we made chaotic traffic intersections safer. Everybody was able to look around the corners into the streets as if the walls were transparent, and could therefore detect potential hazards in time to avoid them.

To achieve this, we used a camera to film what was going on around the corner. The images were projected onto an 18/1-format billboard on a building corner so all motorists and cyclists could see them.

Our unique advertising effort which not only explained PRE-SAFE, but also made traffic a little bit safer, was a huge success.It wasn't only talk of the town, but also generated a huge buzz within the online community around the world.