Transparent advertising

PRE-SAFE® is an innovation from Mercedes-Benz which detects potential hazards to make driving safer.

To demonstrate the principle of PRE-SAFE®, real-time footage of a hidden street at a dangerous intersection was projected on the obstructing building’s wall. The effect allowed drivers to “see through” the wall to identify potential road dangers – a unique advertising effort that not only explained PRE-SAFE® but made traffic a little bit safer.