To create salience for this series and to do justice to our product offering, we had to rethink beyond traditional advertising media and surprise the viewer when he was least expecting it, and so the Earth Balloon.

A custom-created helium balloon in the city's night sky that, when viewed from ground level, appeared like the earth as viewed from outer space.

The nature of the stunt meant that accurate measurement of results was impossible. However,judging from the response in various media and the fact that it became a minor local attraction with people stopping to take photos, we'd say it was an unqualified success.