To not just talk about how awake k-fee makes you feel, but convince people of it in a direct, straightforward way. The concept was to make speed bumps as if they were k-fee cans left in the street. To do this, some speed bumps were decorated with stickers to give the impression that they were k-fee cans jutting out of the road. Everyone who's ever driven over a speed bump to fast knows what it feels like: it really shakes you and then you are more wide awake and pay more attention to the road. This is also the effect you get after drinking k-fee: you'll be wide awake within seconds.
Agency: Jung von Matt, Germany.