In order to attract attention from the target group of divers, we sunk a traditional poster billboard into the sea at the popular diving spot Björkviks brygga in Stockholm archipelago. Four weeks later we removed the billboard but during its time under water it had been seen by many divers who made it a goal to find it, and it was hotly discussed on diving forums around Sweden.

The idea of the campaign is to attract divers to the clear beautiful diving spots in the Red Sea. The half-tonne billboard is anchored to the seabed, five metres below the surface and carries the message that you can book a week in the divers' paradise of Hurghada in Egypt through the Ving travel agency.

ad agency: KING

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