The result is a contextual out of home campaign (consisting of more than 140 panels that make up 29 art pieces) that reacted to the physical environment they existed in – birds hanging out on rooftop awnings, jungle animals leading people to the train station, traffic jams in front of real KL traffic jams and a vortex of sea life that twisted into retail items connecting Aquaria to KLCC.QR Codes were utilised in an irreverent manner, offering passersby a bit of mobile fun by triggering random discoveries that continued the stories from the illustrations, allowing people to reconnect with their city in new and surprising ways.

The campaign produced extraordinary buzz, becoming one of the most talked about launches in its category. It was covered in 36 media publications, amounting to a total of USD140K in earned media