HOW IT WORKED

We designed posters that used design cues from traditional coupons, and made them poster-sized. Then we placed them on bus shelters across all five boroughs in New York City and wrote copy that encouraged the public to steal them.

The giant coupons where stuck on top of the glass with a low-tack adhesive so they were easy to remove. In the regular ad space under the glass we placed another poster that informed you about the activation, and to look out for more posters in other places since you missed out on the prize in this location.

Role: Creative Director Agency: MullenLowe Client: JetBlue