The Shortcut Billboards

Drivers spend over 50 hours in traffic jams every year. With Real-Time Traffic Information, MINI drivers find the fastest way through the urban jungle. We let pedestrians in Berlin experience this benefit for themselves.

By fitting doors, ladders and stairs to special billboards, we created opportunities for pedestrians to shorten the distance they walked by up to 12 minutes.

The campaign was awarded with a bronze Cannes Lion and a D&AD wooden Pencil.