The core idea of the campaign is to grow potatoes on the main football stadium field.Stage 1. To prepare people for potato growing on the football fields, we made a Potato traffic jam!

We staged a ridiculous car accident in front of the Olympic stadium (the main place of EURO 2012): scattering potatoes, causing a big traffic jam.

Stage 2 Viral video on internet. 4 days before the 1st football game on Olympic stadium we placed on football sites and forums the video where anonymous mob broke into the main EURO2012 arena at night, dig something in the field with message "See you at the game".Stage 3. Before the match we gave out leaflets with links to YouTube video of guys planting potato bushes on the field. The video became viral and resonant among internet youth!Stage 4. Celebrity revelation.Ukrainian "Borat" – scandalous journalist Alexey Durnev revealed the truth - it was chips advertising.

Stage 5 Revealing TVC.

•150, 000 views of viral video on Ukrainian/Russian video hosting resources •310, 000 people discussed the news on forums of 80 football fun-clubs•1,211,000 users posted and shared videos/images/news in Facebook, Twitter and Vkontakte •Famous Ukrainian TV celebrity created a video investigation of the incident and placed it on YouTube ("Durnev+1")