When a rescue team opens the “Emergency Route” app and goes out, it immediately sends a message to the digital billboards that are 1 km ahead, asking drivers to leave the left lane free in advance.

Data goes from mobile to OOH. We use a traditional media in a non-traditional way.

In Brazil, digital billboards technology isn’t available in all of the cities, that’s why we couldn’t amplify the execution of our idea in national scale.