The World's Biggest Signpost

Nokia offers a range of navigation services, both online and on mobile devices. But awareness about these services is low. The challenge was to raise awareness and increase the use of Nokia’s navigation service, both on handsets and online. We took the simplest navigation tool around, the signpost, and resized it into one of the world’s largest interactive installations: a 50 metre tall, 60 ton, SMS controlled signpost. Passers-by could text a location to the giant signpost and within moments it displayed the direction and distance to that location.