Collaborating with a street art collective, we created lenticular posters. Front on, you see nothing but bars. Troy’s face only becomes visible from an angle. A plaque on the fence directs passers- by to a site where they can find out more about Troy’s case and take action to stop his execution. The street art installations were visually arresting and made a big impact on all those who saw them, but we needed to take that intriguing ambient experience to a wider global audience. We made a film about the project, with a call to action to find out more. The resulting content was embedded online through vimeo and YouTube, with a link to Amnesty’s site for Troy.

Within a fortnight, 60,000 people experienced the ambient advertising by watching the film. Media from Britain, Italy and America picked up on the street art project, giving the case worldwide attention. But most importantly people in over 26 countries tweeted, blogged and linked to the video content of the fence posters.Now over 120,000 people have enjoyed the ambient experience by watching the film about Troy's case and Amnesty’s work. Hundreds of thousands more have discovered the story through PR. All for less than €40.