The integrated marketing campaign was designed with a singular goal: interrupt the patterns and habits of creative professionals and encourage them to form a new habit – starting their day with Corbis for 22 consecutive days.

Wave I: The first wave of promotional media was scheduled to drop on Monday, April 5, in the form of sidewalk artwork placed in front of key advertising agencies and design firms, in combination with a scripted delivery of apples.Wave II: Wave II was executed on the next Monday, April 12, in the form of scripted deliveries of branded Apple-A-Day Giveaway Contest bags.Wave III: The final wave of promotional merchandising was scheduled to begin on/or around Tuesday, April 13, with the drop of 10,000 posters.