The outdoor team sought a site which met all requested criteria. Piazza di Spagna seemed an ideal area, but Rome poster site regulation does not allow three-dimensional or animated placements. Cancellation not an option, the media solution was discovered right around the corner: in Rome there is another state, the Vatican City, allowing animated site placement. One engaging Piazza di Spagna corner was Vatican territory, and would allow for the needed creative execution.

The placement marked an absolute media first. Word of mouth exploded as agitated competitive agencies and outdoor contractors asked the Rome Council to have the same opportunity around Rome, but the requests were denied. The negotiation under the Vatican City jurisdiction safeguarded the message and allowed for continued, influential contact.