The ANWB is a Dutch road service company that turned the Highway Sign The Hague into a large counting machine.

The Highway Sign shows a digital screen, that counts how many people the ANWB has helped back on the road this year. During the campaign period the millionth unlucky person was helped by the ANWB. The goal of the campaign was to recruit and retain customers of the ANWB.

Advertiser: ANWB
Product: Counting machine
Creative agency: Ubachs Wisbrun/JWT
Media buying agency: Mediaedge:cia / Kinetic Worldwide Netherlands
Campaign period: Week 41/42 - 2007
Location: Highway Sign The Hague
Format: Two visuals of 14 x 9 metres
Other Media: TV, online, radio, Street furniture at petrol stations and fill pistols.