We created an ambient new media to influence people into walking. A tailor-made signpost network indicating walking time to major directions in the city.

The campaign was scaled in major French cities, with 1 681 signposts established, 6 724 directions calculated.A long lasting campaign to generate strong repetition, in order to influence urban people behaviorEach sign was located to influence people to select ‘walking’ instead of other passive means of transportation.The signaletic concept was so strong that it became the ad campaign.