The campaign was reproducing on a giant scale the universal ritual of executive life: writing down the tasks on Post-It notes, and removing them one by one as soon as they're accomplished.Post-Its were removed from the billboard, in the same way our target audience removes theirs.

150,000 executives work at La Défense.The location of the billboard ensured most of them could see it when they arrive in the morning, at lunch break (if any...), and when they leave in the evening.

Over the three weeks of the campaign, the event billboard generated 3 million contacts.