There are still many paving streets in the city of Buenos Aires. Every time someone goes through one of those streets, a vibrating movement is produced both in the car and the driver. We decided to use that in our favor, choosing 9 of them with 100m of length before they became paved again. We placed some street banners along them. At the beginning of them you could read “And now, 100 meters of Michael J. Fox’s life”. At the end of the street a street banner said: “Anyone who can laugh about their own problems had to be in Comedy Central.”

With a very low budget we managed not only to communicate the series’ launch to more tan 20,000 drivers, but also make them live a fun experience. With some street banners, we achieved to promote a series from Comedy Central with paving streets.