For the first time since forever the English got a higher medal tally at the Olympics than Australia, and The Sun Newspaper in Britain were determined to gloat. Euro RSCG London contacted their Sydney office and asked them to prepare a provocative stunt to shame the Aussies in their hometown. The stunt had to be ready for Sunday 3pm AEST that is, when the Olympics ended, so that it could be shot and the pics wired over to the paper for the Monday AM edition. Copywriter Darren Cole decided to spoof the "Where the bloody hell are you?" Australia tourism campaign (mocked by downright media here: So where the ¡#§‰*#¿ bloody hell are you!?) - and this is the mobile billboard he came up with:
Billboards that look just like books? Sure, why not?
Junior, Brisbane did this fairytale campaign for Sanctuary Cove, a real estate project. Along the road and beautiful waters leading to sanctuary cove these giant books were seen telling a story that ends with "happily ever after".