In order to reintegrate the medium in the minds of the audience, showing the value and importance of the sites, we had to be seen to be adding credible value, using the very medium we needed to promote: outdoor for outdoor.

Capturing the idea that these billboards represented the largest collection of blank canvases in the country, we recognised a unique message with which to reinvigorate the media and connect with our target audience.

With continuing extensive coverage in the international press, six months later, Viacom Outdoor is seen as a credible conduit between art and business, and the leader in effective dialogue between the two. The campaign book continues to be a bestseller, with work commencing on a follow-up cultural event and publication for 2006.