Our mission with this media was to communicate the existence of this “world without crisis” by leading people to log onto the website. But since we needed the media to achieve a very high impact on a very low budget, we decided to rely on the curiosity of people.

We designed a black billboard (an unusual advertising piece if compared to the colourful, over promising billboards Colombians are used to).

And so, for several days, people wondered what the black billboard could be about. Until one cold morning, the rain did its part: the black colour on the billboard began to bleed (with the rain) revealing a message people would want to get at times of crisis: “There is a place where crisis does not exist; www.worldwithoutcrisis.com”.

230,000 visitors in less than one month.The miraculous rain of the 8th July paired with the optimistic message about a place where crisis did not exist increased visitors to the website from an average of 2,300 hits per day to 21,100 in the two days following the appearance of the message on the billboard; a growth of 917%.

For Visa, the campaign resulted in an 8% growth in turnover in a year which the credit card expected.