Rather than just having random messages throughout the city, we

have constructed the messages around the media so that every single

billboard is referencing its immediate surroundings. This required a

close collaboration between the creatives and the media team.

As expected, the audience embraced the historical journey

throughout the city by taking it to social media platforms with their

likes, comments and tweets. Proven by the virtually never ending queue

at the entrance, the opening day was a great success also. People from

different backgrounds, nationalities and religions united under one

roof to see the other side of the medallion.