Shoe stores and other similar businesses tend to clutter the streets with conventional media solutions, which the average consumer, at a certain point, often chooses to ignore.The involvement of the media team in this idea was to create an ambient media tool that not only caught attention, but also lifted the image of DEICHMANN shoe stores above the massive competitive clutter, in a very literal way. Producing a cost-efficient solution and finding a niche in this saturated sector was indeed a challenge.