London taxi drivers call them “back-doubles”. You probably know them as “short cuts”. But in Berlin, the agency Serviceplan Campaign X and nippy motorcar MINI turned them into brand experiences. To promote the fact that MINI’s inbuilt GPS always allows drivers to avoid jams and find the quickest routes, the agency literally built shortcuts for pedestrians. Thus, one outdoor was also a ladder allowing you to hop over a wall (five minutes saved), while another led to a hidden tunnel that lopped further time off your trip. The useful billboards not only helped time-pressed citizens, they also won a bronze in the Media category at Cannes. Proving once again that a good idea is a shortcut to success.