Germans combat DWI with pee-powered interactive digital signage

Could I make this stuff up? We've all seen/heard about purely non-interactive digital signage in public restrooms before, but I've never heard of anything like this (courtesy of Brand Experience Lab, and originally from Adfreak).. I would love to have been in the initial strategy meeting, which may have gone something like...

German Public Service Guy: We're having a big problem with drunk drivers leaving the pub at 4am and getting into car wrecks.

Saatchi & Saatchi: We can certainly help you with that.

GPSG: We need something really great, really catchy -- something that will grab a person's attention and make them realize what they're about to do. Like that "Think Different" campaign you did for Apple.

S&S: Um... that was TBWA\Chiat\Day

GPSG: Oh. Well, just do what you did in those Volkswagon commercials. Germans love Volkswagons, you know.

S&S: No, that was Chiat Day again.

GPSG: Ah. Well, what have you done lately?

S&S: Well, we did Lovemarks. That was a big success. Lots of mindshare. Tons of press.

GPSG: No, Lovemarks doesn't sound like it will work with a bunch of drunk guys in a pub. What was the name of that other agency you mentioned?

S&S: No, wait... it's coming to me... guys... pub... booze: I know! An interactive video game played on LCD screens in pub bathrooms and controlled by a stream of urine.

Other S&S Guy (you know, the quiet one who never says anything and nobody's ever quite sure why he's there): Brilliant. Massive ROI, just massive.

There's no talk of how they'll be measuring the performance of the screens, but at least we know it will be easy to measure viewer engagement.

Tags: digital signage, kiosks