Arby’s, American fast food restaurant founded in 1960, has long served Pepsi Cola, so the switch to Coke was BIG news. Furthermore, in the United States, the issue of Coca-Cola vs. Pepsi is a highly divisive topic. It’s commonplace in the US for big brands to hit large cities with messaging on large outdoor signage. Breaking the news that Arby’s has Coke in small town America turned the common marketing stunt on its ear and met Coke consumers where they are.

We innovated the outdoor medium by covering an absurdly large spectrum of out of home advertising at a scale never truly done before. We went from under 40 microns in a teaser created in the Nanotech Lab at the Georgia Institute of Technology to over 20,234 square meters of custom printed vinyl. We situated our tiny sesame seed in an Arby’s in New York City—contrast that with our massive outdoor banner, designed to dwarf the town of Monowi, population 1. All 8 tons of vinyl from the ad were eventually recycled into 1500 bags, ensuring that everyone who touched one could say they had held a World Record. The payoff: we went to the biggest city in America and achieved a Guinness World Record for Smallest Advertisement, then went to the smallest town in America and achieved a Guinness World Record for Largest Advertising Poster.