We took a boring public bus and transformed it, so it seemed like the passengers were looking out of airplane windows. This way we gave passengers and bystanders a bitter taste of the airplane holidays they were missing so desperately. The headline reads: "The closest you'll get to flying this year", and the product and pay off was Fernet-Branca - "Life is bitter". This is a 20 year old platform that describes the hard and bitter sides of life, and how the classic Bitter alcohol Fernet-Branca can help you face it.