MTG-Wardé-Billboard chance campaign

See More Of Wardé
See More Of Wardé
Chance and choice
Through a playful approach that creatively uses the way billboards are printed in pieces of 8, this award-winning campaign uses a network of 800 billboards with 800 distinct visuals within a reasonable production budget. 16 different fabrics (equivalent to 2 billboards) were reproduced and the assembly of each billboard was left to Pikasso’s installation team who had to choose 8 pieces as long as the Wardé logo and the sale message appeared on every billboard. The result is a rich multivisual campaign with more than 149 million combinations (149,022,720 to be exact) that was only revealed once posted! Even with 800 billboards to fill, the chance of a combination repeating itself was close to zero.
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