For 125 years, Mercedes-Benz has been developing innovations such as PRE-SAFE, that detect potential hazards in time to make traffic safer for everyone.We wanted to explain this unique feature to those who do not drive a Mercedes-Benz as well.

To demonstrate the principle of PRE-SAFE, we filmed hardly visible streets at dangerous intersections and projected the image onto the buildings in front of them. This way, everyone was literally able to see through the walls for the first time and identify dangers just in time. With a very simple idea we managed to generate the first campaign that actually made traffic safer.The idea picked up very quickly and spread across the world via blogs and other social media channels.

Our unique advertising effort which not only explained PRE-SAFE, but also made traffic a little bit safer, was a huge success.It wasn’t only the talk of the town, but also generated a huge buzz within the online community around the world.