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JCDecaux sent a direct mail campaign to brands that confused their products with those of their biggest rivals in a bid to convince them that the outdoor advertising media owner dealt in more than one format.

BBDO Belgium created the campaign, which was designed to inform advertisers that JCDecaux offers more than 2m x 2m billboards. Marketers from companies including Nike and Apple were sent information packs shaped like miniature billboards with images of bastardised versions of their products. For instance, the Nike poster featured images of the Nike Stan Smith trainers (an Adidas product), while Apple’s featured an Xperia (Sony) phone. The literature then explained the ruse.