Jamie Coomber
Potential
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This is pure genuis. Saatchi & Saatchi in Frankfurt were asked to come up with a way to get the attention of potential drunk drivers. The solution? Reach them when they are in the toilet and get them to see just how much they have really had by allowing them to play driving games. The catch? They have to control the cars in the game using their pee. This is such a simple yet ingenuis idea. Bravo goes out to both the client and the agency who produced it.  The Piss-Screen - a pressure-sensitive inlay set within urinals, enabling users to play while they pee. We installed this newfangled creation in male restrooms across Frankfurt, teaming up with a variety of bars, clubs and cafés. The game itself was displayed on a screen above each urinal, and would automatically start as soon as someone began to pee. The player could then control the car whilst relieving himself – if they wanted the car to go right, they simply peed to the right (and visa versa).
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