During Grand Final week we worked with Cuban apparel artists Guerra De La Paz to turn 3,500 OPSM t-shirts into one giant billboard. Each t-shirt corresponded to a prize that the fans could grab. At the end of Grand Final Week we invited the fans to deconstruct the billboard and take a prize t-shirt - turning one piece of outdoor into 3,500 walking billboards.

The promotion resulted in more than a million people seeing the OPSM billboard, above and beyond the 300,000 people projected to attend. Foot traffic in OPSM stores went up 50% in during the promotion and OPSM recorded their highest ever sales over the following months.