We didn't want to launch the new SKODA Karoq with a boring SUV-almost-hanging-from-the-cliff campaign. We wanted people to see that a fun weekend was more attainable than it looked.

The result was a campaign featuring 700+ unique billboards. The headline of each billboard merely stated the driving time from the billboard site to one beautiful location in Great Britain. So you never saw the same billboard twice.

Here's what it looked like in real life:

Now, if you didn't click play on the video (shame!), I want you to know that all 500+ digital billboards were updated in real time with traffic data, using Google Maps API. 

I still can't believe a media agency actually helped us do it. Thanks, guys!
 

What I learned working on this project:

• OOH is not dead! Even printed billboards can somehow be innovative with the right idea — and the right partners. 

• Touring the UK on a van to shoot those pictures was lots of fun. Got lots of Instagram likes that week too.