Make billboards interact with digital media. The most traditional of graphic media comes to life in the medium most relevant to the millennial generation.

The billboard was painted three times over. Each time a phase was finished, it was photographed. These three photos were then assembled by animation to become a gif, shareable by brand fans in social media – hence the name “Gifitti”.

The road – First, as a live happening - while the muralist was painting high on a platform over the street level. Then, as a finished piece of public art. A landing site and social media for the gifiti.

An actual mural painted on a giant canvas, using the brand colors and designed in such a way that each of the individual stages built up to an animated gif.

Two such billboards were painted in high traffic roads in Puerto Rico.

REACH: Video content hit the 30k views mark per week, for a total of 120k views.

Post campaign research: Facebook engagement had an increase of 40% over the usual page interaction.

Video content generated unique visits to the microsite and a total of 60k users worldwide shared images of the billboard.

The brand increased its perception as “Innovative” by 8 percentage points in the tracker study conducted after this period.