INFINITI | Pave It Forward
The roads in the world have been historically gendered with less than 25% of the streets named after women and their
contributions to the society. For the launch of the INFINITI QX60 – a car designed by women engineers and designers, we decided to create a truly inclusive driving experience – not by changing street names but by rewriting the entire map.
As part of this data-driven digital takeover on Waze by Google, we collected thousands of geo-markers spotlighting stories of women who drove their community forward in the US & Canada. We geotagged historic women sites to where they lived, worked or were memorialized, and pinned businesses owned by women today, so users to show their support. All this while giving users an opportunity to change their cursor on Waze to an INFINITI QX60 custom car - designed by and for women.