Audi and Twenty Turn Advertising Billboards into Directions That Could Save Lives

Oct. 23, 2026

A small detour can make a big difference. That's the idea behind Powered by Detour, a new campaign from Audi Denmark and creative agency Twenty that turns outdoor advertising into directions to nearby blood donation centres. Developed in collaboration with Bloddonorerne Danmark (Danish Blood Donors), the campaign builds on Audi's local Powered by Hearts platform, using the brand's connection to mobility to encourage more Danes to take a small detour that could help save lives.

Denmark needs approximately 30,000 new blood donors every year to maintain a stable blood supply, according to Bloddonorerne Danmark. While many Danes want to help, donating blood requires something that can't be done with a click or from the comfort of a sofa: you have to physically show up.

That simple insight became the starting point for Powered by Detour, created by Twenty for Audi Denmark. Rather than simply asking people to donate blood, the campaign uses Audi's connection to mobility to show them where to go.

• From A to the Blood Donation Center

The creative idea is simple: If Audi is all about getting people from A to C, why not make a small detour to B - the nearest blood donation centre? Across Copenhagen, Aarhus, Odense, Aalborg, Kolding, Slagelse and Køge, Audi has turned outdoor advertising spaces into location-specific directions to blood donation centres.

One billboard reads: 'Turn right in 250 metres and save up to three lives'.
Instead of a traditional advertising message, the campaign uses the language of road signs and navigation to connect an everyday journey with an opportunity to make a difference.

The executions appear on large outdoor billboards, bus shelters and digital displays, with directions tailored to nearby donation centres. By placing the messages along routes people already travel, the campaign makes the distance between wanting to help and actually doing something about it feel smaller.

Farah Dib, Creative Director and Co-founder of Twenty said:

"This year, we're making the campaign hyperlocal, using outdoor advertising tailored to the locations of individual blood donation centres and the journeys people already make. The idea is to make the need for blood donors tangible and show that a small detour can make a big difference. When you realise a donation centre is just around the corner, taking action suddenly feels much more achievable."

 

• Using Audi's Strengths to Drive Action

For Audi Denmark, Powered by Detour is the latest activation under its Powered by Hearts platform, which connects the automotive brand with initiatives that make a positive difference in society.

Building on last year's collaboration with local blood donation centres, this year's campaign takes the concept a step further by using Audi's visibility and natural connection to mobility to guide people towards the act of donating.

Jacob Thiesen, Head of Marketing at Audi Denmark said:

"With Powered by Hearts, we want to use Audi's reach and our connection to mobility to encourage more people to donate blood. Many people already have the desire to make a difference, but they might not know how close their nearest donation centre actually is. By making those locations visible along everyday routes, we hope to inspire more people to take that small detour."

 

• When the Medium Becomes Part of the Solution

Rather than using outdoor advertising simply to raise awareness, Powered by Detour makes the medium itself part of the solution. Every location becomes an opportunity to point people towards a nearby blood donation centre.

The result is a campaign where the creative idea, the media placement and Audi's brand positioning work together. By reaching people while they're already on the move, Audi and Twenty aim to turn good intentions into real-world action.

Farah Dib concluded:

"We're proud to continue developing Audi's Powered by Hearts platform for the second year running. With Powered by Detour, we've found a way to connect what Audi stands for with a genuine societal need, turning the media itself into something useful. It's a simple idea, but one with the potential to make a real difference."

 

The campaign runs during weeks 42-44 across seven Danish cities.

• Campaign Facts: Powered by Hearts

Who: Audi Denmark and Bloddonorerne Danmark (Danish Blood Donors).

What: A nationwide campaign designed to encourage more Danes to become blood donors by making routes to their nearest blood donation centers more visible throughout urban areas.

Where: The campaign appears on advertising displays along roads and in urban spaces in Copenhagen, Aarhus, Odense, Aalborg, Kolding, Slagelse and Køge.

When: The campaign runs during weeks 42–44.

Why: Denmark needs approximately 30,000 new blood donors every year to maintain a stable donor base.

Target audience: The campaign targets the Danish population broadly, with a particular focus on younger men.

Message: A small detour to a blood donation center can make a big difference - a single blood donation can help up to three patients.

Platform: The initiative is part of Audi Denmark's Powered by Hearts platform and builds on last year's collaboration with Bloddonorerne Danmark.