The new and improved Willys stores are about to open and to ensure that customers will find their way there, they're actually redirecting traffic with mysterious traffic signs all over the town of Halmstad. All roads used to lead to Rome, but now they lead to Willys.
The traffic sign stunt which began last night is the creation of Miami guerilla ad agency and Willys. All signs inform people exactly how far they have to go to reach Willys and what they might expect to find in the new fresher store - like fresh baked goods and ecological foods.
"fresh baked bread"