To expose people on the street to the Yellow Pages website and strengthen its positioning as the no.1 solution for finding businesses, we turned its outdoor campaign into a live demonstration of search categories.

We hired two pumped-up bodybuilders and asked them to walk around for 10 days carrying a real lifesize billboard on 20 of the busiest intersections in Tel Aviv and other major cities.*This was part of a wider campaign showing dozens of different search categories.