In Vietnam, plastic kitset modelling is new and relatively unknown.Our job was to introduce Tamiya to a new generation of Vietnamese: affluent, educated young people who are fascinated by western culture.

Life-sized carved and painted model pieces were placed all over the city as ambient installations.QR codes on the installations led the public to a Tamiya microsite. Visitors to the site were told they have found an important part of a wider story. Clues on upcoming parts were then seeded in social media.

One by one, the pieces were revealed and the full story came to life on-line, in print and outdoor: the moon landing was really a film by Stanley Kubrick.

A buzz quickly grew around these strange public sightings, with people from all walks of life rushing to find the pieces and put the story together.Brand awareness grew markedly over the course of the campaign. The Vietnamese Tamiya distributor quickly ran out of kit-set stock and is still struggling to meet demand.Our model parts appeared on talk shows. Some were even stolen.

Neil Armstrong was last seen modelling women’s fashions in a shop window.