Art Directors Club - Czech Republic
The maker of high-tech industrial lawn mowers Spider needed to reach international markets with a limited marketing budget. Using Spider unique technology, within 10 hours we cut a gigantic version of the famous portrait of Mona Lisa into a steep Czech hillside, creating the biggest reproduction in history. To extend the story beyond local, we created a content package and seeded it to more than 1600 media outlets around the world. The unpaid media space we gained was worth over 600 000 Euros.