Created for client Black Tower Home Security, the billboard was debuted covered with a bunch of stuff — mirrors, slippers, pillows and picture frames — that were easily removed by passersby (the billboard was uniquely low to the street).
After less than 48 hours, enough people stole the stuff to reveal the message hidden underneath: “People steal.” With an execution this good, it’s a matter of time before media creatives will be stealing this idea instead.
