Did you know that Zoe is the Greek for “life”? Worth bearing in mind in Bucharest, the most polluted city in Europe, where the Renault ZOE was positioned as a solution to the Romanian capital’s suffocating traffic fumes. The emissions are largely caused by old vehicles, but most Romanians feel they can’t afford a brand new squeaky clean ZOE. Hence an interactive digital billboard called DisCO2nt, which appeared in the middle of the city. It tracked pollution levels and matched them to the price of the car. The higher the level of pollution, the bigger the discount on a new ZOE. It gave plenty of drivers a clean start.