Following our central insight we wanted to make the bad things that can happen to you tangible and real. We achieved this by letting users 'witness' such a bad thing: a burglary. On selected billboards we left the maintenance window open after installing our poster.

In combination with our visual – a burglar that’s just about to exit his latest crime scene – the set up let people experience a brief moment of shock, thinking they’re witnessing an actual crime.

The effectiveness of the billboards was significantly increased by adding the third dimension. After the first 'shock' of witnessing a crime first hand, people started to embrace the idea and even take pictures themselves. The traffic on the client’s website showed a clear increase that in turn also led to an increase in specific inquiries.