Since the budget was limited, we chose the outdoors as a medium. The aim was to be dramatic and generate a lot of word-of-mouth. The creative idea necessarily demanded a presence on busy streets.

This idea received a definite 'double take' from pedestrians and motorists passing the site, large crowds gathered discussing how it was possible, and a dipstick showed amazing top-of-mind brand recall, despite the fact that no other media was used.