So, from the outset, we considered the possibility of leveraging the very medium itself, by turning it into part of the mechanics of the creative, making it the star of its own message.

In this way, we succeeded not only in breaking away from the orthodoxy of the format, but also, by making it so outsized, in engaging passers-by who, by interacting with the poster, stop being mere recipients to become the targets of the piece itself.

As we have confirmed in the field, each site becomes the best ambassador for a brand philosophy like that of UPS. This apparent sensitivity to the creative quest to take the concept of street furniture a little farther, is the best tool for influencing the media. Which objective defines the success of this action.