The Great Urban Race is a daylong competition in which teams have to solve puzzles, decode clues, perform physical feats and find hidden objects. With fine-tuned media placement on The Amazing Race, we made the film itself a puzzle that had to be solved. We embedded numbers into the film—some more noticeably than others. Together they made a phone number. But no one could have possibly taken it in at first glance. The spot practically demanded re-watching, doubly rewarding both our client and our viewers. As anyone who called the number received discounted entry.