To encourage people to take a taxi home after a night out, rather than getting behind the wheel of their own car (and thus combat the increase of drink driving offences in Germany).

When people drink alcohol, they ultimately end up visiting the toilet. As such we developed The Piss Screen – an interactive driving experience, set within the urinals of bars across Frankfurt. A pressure sensitive inlay enables users to drive a computerised car with their pee (wee right to steer right, and left to steer left). The slower the player’s reaction, the more likely they are to crash. Safer instead, to take a taxi. Upon washing their hands, the firm’s telephone number was sent via Bluetooth to the users mobile, so a cab was just a quick call away.

Main-Taxi received a huge amount of interest from the initiative, with the installation creating a real buzz amongst the bars and clubs in which it was installed, as well as online. Following the launch of the website, piss-screen.com received more than 50,000 hits in the first three days and was listed in over 300 blogs, with around 2.3 million entries on Google.