First, we put up blank bill boards all through Denmark. Secondly, we ran a documentary styled commercial telling the story about 3 orange guys seeking out blank billboards in Denmark. They check out if Orange is covering this particular place and paint 'We cover here' on the blank billboard. Then finally, on the real world we hired 60 artist to fill the blank bill boards writing 'we cover here' in all kinds of styles.

After the campaign 75% of the target group understood that orange has the best coverage in Denmark. During the campaign the general preference for the Orange brand rised from 13 to 22%.