"Birds", Hitchcock's most well known movie was selected for the task as billboards announcing the launch of the box set were erected around town. A bird specialist whom we hired advised on the best way to draw birds to these sites using different types of grains and at times even carcass. (Depending on the type of bird in that area, from crows to seagulls).

In addition our dedicated promotional team distributed in squares and piazzas around town where birds tend to congregate, a mini version of the creative execution covered with bird food that eventually revealed the strategic launch message.

Our live advertising created enormous talk which was quickly picked up by the media landing us free PR worth more than $300K, but best of all - Hitchcock's set became the best selling DVD box in the local market!