If you’re designing an ad to be taken down immediately, it better be innovative enough to get people talking, or you just wasted your money.
But in the end, a few bus shelter ads scattered in one of the busiest cities in the world for less than 24 hours would become a story that gets world attention. No really, it actually got written up as far away as Turkey, Sweden, Russia, and South Korea.
Lo-fi became hi-fi.
A few pieces of paper became 65 million free digital media impressions.
And, thanks to a few people brave enough to believe in the idea and work tirelessly to bring it to life, it actually worked.