The Brawny® ‘Stay Giant®’ campaign is designed to encourage resilience in the face of challenges and messes by reminding us that ‘there’s a giant inside of all of us.’ As a challenger brand, we decided to activate in cities like Detroit where resilience is a point of pride, having faced deep recession yet fought back and now is achieving an urban renaissance. To celebrate Detroit and inspire its residents to continue to take any challenge head-on, we blanketed the city with OOH boards featuring The Brawny Man® and headlines that spoke to both the strength of the paper towels and the Detroiters who buy them. This particular OOH board shared the Brawny message of resilience and also the unique shape of the digital board, broken onto two sides of a building.