The average New Yorker walks by more than 10,000 ads a day. So we decided to reward people for paying attention – by hiding vouchers for great New York experiences in plain sight.

The catch? You had to something that seems borderline illegal. Steal the ad.

Epica [Shortlist] | One Club [Merit] | Hatch [Gold] | MITx [shortlist]

Creativity | Editor's Pick
Adweek | 13 Brilliant Outdoor Ads That Dazzled the Real World in 2015
AdForum | Best Travel and Tourism Ads of the Month
Let Rip | Contagious


Case Study


How it worked

We designed posters that used design cues from traditional coupons, and made them poster sized. Then we placed them on bus shelters across all five boroughs in New York City and wrote copy that encouraged the public to steal them.

The giant coupons where stuck on top of the glass with a low-tack adhesive so they were easy to remove. In the regular ad space under the glass we placed another poster that informed you about the activation, and to look our for more posters in other places since you missed out on the prize in this location.

How we got the word out

We did the activation once and used that as an opportunity to capture footage so we could PR the second round of postings.

We started by releasing a teaser on JetBlue's social channels in the week leading up to round two, and then released a longform video the day before the second round of posters went up to maximise the buzz.


We made over 30 different posters, all in JetBlue's signature style.

We also had a few larger billboards that were to impractical to let people steal. Instead, we used those to tell people to be on the lookout.



On a small, regional out-of-home budget with a 30-day media run, the campaign managed to nab more than 65 million earned media impressions worldwide.

Agency: Mullen Lowe
CD: Tim Vaccarino, Dave Weist, Enrique Camacho
Art Director: Pier Madonia, Lisa Della Piana
Writer: Pete Shamon, Sarah Schmid
Designer: Tony Frusciante, Alyssa Cavanaugh, Han Na Jung