The delight of finding this message in front of an otherwise annoying sight (dug up roads) made the message even more appealing and memorable. The unexpectedness of the message in a medium hitherto unexplored, and the fact that it entertained people when they least expected to be, is what made the idea effective, and the reason we think it deserves an award.

The client had a limited media budget to promote the programme. We chose this media solution as it was cost-effective and topical. The response generated got the show more eyeballs than expected, and is leading up to be one of the most watched programmes in the ‘Nat Geo Reveals’ series.