Don't get me wrong; I love OOH. It does a GREAT job in the wild. But thoughts about FOOH belittling effort of the 'real deal,' about it lacking credibility as it didn't go into actual production, about deceiving consumers - come on!
Ultimately, the most important part of the campaign was to drive talkability, and sharing the images and artwork on social media and in the press was where these conversations were driven.
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