Billboards are the way our company constantly communicate with its consumers. But today’s average person attention is less than 6 sec and people don’t really pay attention to billboards anymore so we needed an original way to use a traditional media to capture their attention in order to promote the Partnership with the movie festival.

To promote the partnership with movie festival, we used the same billboard to promote and to execute the campaign on. As part of campaign, we first launch the teaser phase to announce the movie projection, using one billboard to promote itself "See you on 17th of August". Launch of our campaign was on 17th of August, actually the night of simultaneous movie projection where all passers by were welcomed to participate. The reveal phase was launched after the projection -thanking and informing the citizens of Novi Sad that this is the billboard that they all willingly looked at for more than one hour and a half.