The super-hydrophobic coating turns the walls from being a disgusting problem – into an unexpected solution.

The campaign’s effect was maximized by putting up warning signs (“Don’t pee here. We pee back.”), making it unpredictable where walls would pee back and where they wouldn't, and causing further discussion.

The action was documented with a video that, with zero media budget and zero seeding, quickly became viral and global news.

Residents reported that the number of peeing incidents hasn't only reduced where walls had been coated.

The action’s video acquired over 4,000,000 YouTube clicks and became global news.

International press coverage, television broadcasts, blog posts and social network attention led to over 200 million global media impressions.

This created enormous publicity for the area, its people and the Community of Interests. We led to a worldwide fun and engaging discussion. Countless Memes on social platforms followed.

Many large events inquired, such as the Oktoberfest. Australia and India are discussing whether to pee back, too.

The coating’s manufacturer sold out in Germany.