The Brief
Try to encourage people to take a taxi with Frankfurt Taxi Services after theyve had a few drinks, rather than get behind the wheel of their own car.
The Challenge
So how to capture the attention of any potential drunk drivers? Well, where do most people go when theyre drunk? (Apart from the bar, that is. Or maybe a kebab.) They go to the toilet. As such, we thought the urinal would be the perfect medium to reach our target audience in a fresh, surprising way.
Our Solution
The Piss-Screen - a pressure-sensitive inlay set within urinals, enabling users to play while they pee. We installed this newfangled creation in male restrooms across Frankfurt, teaming up with a variety of bars, clubs and cafés. The game itself was displayed on a screen above each urinal, and would automatically start as soon as someone began to pee. The player could then control the car whilst relieving himself if they wanted the car to go right, they simply peed to the right (and visa versa).
The overall design of the driving game was similar in style to that of Need for Speed, requiring relatively quick reactions. Obviously the more drunk you are, the slower your response, reinforcing the effects of alcohol to the gamer. The game ultimately culminates in a shocking crash-sequence, leaving the viewer with little doubt as to the repercussions of driving while drunk.
The Message
Too pissed to drive?
Take a Taxi instead
Call: 069-733030″
The Effect
Drink driving continues to cause concern across Germany, especially with an increasing number of young people involved in alcohol-related accidents. We hope this iniative went some way to decreasing the number of incidents in Frankfurt, and at the very least, left a lasting impact on any would-be drunk drivers.
The Making of
Check out the following film, to see behind the scenes footage of how this project was brought to life
