This billboard was fitted with a digital clock that counted down, and at zero hour it blew up with lots of fanfare.
The courier company's motto is "When Deadline Couriers gives you a time, they actually mean it." To demonstrate this we chose a billboard in the middle of the city to make a little noise. On it we placed a digital countdown clock, together with a promise that the billboard would self-destruct at zero hour. And at that exact moment - we blew it up - with nitramine dry powder, strobe grenades and smoke bombs. With a small budget ($20,000) a billboard was the most appropriate, most cost effective and most powerful medium to bring this idea to life.