THE SUPERSTITIOUS BILLBOARD

To promote the infamous witchcraft and fantastic creatures exhibition at Freeport—the biggest outlet shopping center in Europe—we decided to test the Portuguese people's superstition with an interactive billboard and a ladder. How far would they go to avoid passing beneath it, and how many would do it? Can you guess the conclusion?

ROLE: COPYWRITER

MAIN AWARDS: CANNES LIONS SHORTLIST // CCP GOLD (PORTUGUESE CREATIVES CLUB)