The challenges were to keep people engaged while we explained our plan to clean up London in time for The Games. Or objectives were to direct people to the website to sign up to clean and find out more information.

As this ad was going to be seen on the London Underground and it was about cleaning up London, we thought that we could write all of our copy into the dirt of a London Underground wall. The tiles' walls are an iconic feature of almost all London Underground stations and more often that not are in need of a little cleaning.

The ad got over 50, 000 people to visit the website and even got mentioned on the UK national Friday night TV show “8 out of 10 Cats.”