The chosen space was the “Watch” Roundabout in Lisbon, close to Lisbon airport.A giant outdoor Watch was created (56mx3m), making the creative analogy with the roundabout name. The pool of eight 8x3 billboards ensured brand exclusivity in a spot until then occupied by several advertisers, including competition.The watch has in its display, the current time, integrating the message with the environment, and different materials allowed visual effects sensitive to day/night time.

An exclusive and original position in a premium place generated an exponential effect by wide media coverage given its innovative and surprising characteristics and achieved strong “word-of-mouth”, magnifying the awareness of the initiative and reinforcing the message “Make the Most of Now” to the target .