In 2014, Google Maps needed a plan to rescue people from concrete walls and steel frames, and help them to escape to nature.
Urban Escape Plan answered the call. An integrated hyper-localized campaign's mechanism simply worked with a click or touch and gave the user the fastest route into the nearby green spots. The green areas are curated by bloggers and Instagrammers from all over Germany.
My Role: Concept idea, copywriting for outdoor prints, YouTube mastheads. We won the pitch with this idea.