We decided to emphasize the importance of paying close attention to all the details. As a result, we created a promotion by placing a FAKE poster of the movie in the bus shelters of the twelve main cities in Spain. We made an agreement with a free national newspaper “20 minutes” which published the original poster. Using the newspaper as a reference, the challenge was to find the fake one, identify its difference and send an email with the answer to participate in a raffle of a TV set and a video camera like Forest Whitaker´s in the movie.

The movie premiered in Spain on the 29th of February, 2007 and remained in theatres for 6 weeks, accumulating a total of 4,338,069 euros.Film industry distributors considered the action coherent with the movie and a novelty in the media and most importantly consumers were thrilled with the dynamics of the promotion.The partner of the action, in this case the newspapers "20 minutes" and JCDecaux are highly interested in doing other similar actions where the possibilities of a conventional static media such as a bus shelter, can be multiplied in comparison with conventional media.