The following is a wonderfully creative answer from Saatchi & Saatchi, germany to a creative directive to come up with a way to sell a taxi service. Well, at least to men.
About the Piss-Screen
1. The Brief
Frankfurt Taxi Services asked us to do something for them in bars, so that people would take a taxi, instead of driving home drunk with their own car. We thought “Right”, drinking and driving isn´t a game and started thinking.
2. Our Solution - The Piss-Screen
The Piss-Screen is a pressure-sensitive Inlay for Urinals, to play a game with your pee. The game is displayed on a Screen above the urinal. We teamed up with bars across Frankfurt, and installed the Piss-Screen in the mens Restrooms. We designed a driving game in the style of Need for Speed with the clue, that people would have a terrible crash into the oncoming-traffic if their reaction time was too slow.
After the crash we placed the message.
3. The Message
“Too pissed to drive?”
“Take a Taxi instead!”
4. The Effect
The effect was pretty simple, the more drinks people had, the more they had to go to the toilet. Because you will normally not expect such a thing as the piss-screen on a ordinary toilet, we and the client were quiet sure that people would remember that drink-driving isn`t a game.
[Play the game as a simulation]
[See the blog for the whole Story]
6. The Team
Creative Director: Sebastian Schier
Art Directors: Patrick Ackmann, Martin Anderle, Christian Bartsch
Text: William John
Technical Developement & Production: Christian Bartsch
Programming: Martin Anderle, Christian Bartsch
Inlay Design & Modelbuilding: Markus Fischer [ideenfischa.de]
Technical Support: Martin Nawrath, Wolfgang Staude, KHM Köln
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Sitz der Gesellschaft: Frankfurt am Main