Take an everyday billboard and transform it into something unimaginable: A regular guy’s personal ad. We portrayed Luis, who seeked someone to do him “the favor” before the world ends. We not only enticed people to find out about the “favor”, but we proved that when you’re hungry, you don’t think clearly and are capable of doing irrational things. Like spending all your savings on a billboard a few days before the "end of the world".

In a matter of minutes, the billboard went viral. It received more than 47,000 calls, 20,000 voicemails and 25,000 SMS messages in only 3 days. In addition, this billboard changed the way Puerto Ricans interact and think about billboards. 13% sales increase, 450% buzz increase, 730% viral reach and $800,000.00 in free PR.