To turn an otherwise traditional medium into a live event, we teamed up with international graffiti artist Bart Smeets. Over eight days, Bart used his spray cans to transform a large billboard at one of Belgium’s biggest movie theater into a vibrant 72m² piece of art, infusing the campaign with a sense of surprise and delight. This live act didn't just earn the attention of those passing by; it encouraged people to share photos and videos on their own social media, significantly expanding the reach of the campaign.

Once the artwork was completed, we took it one step further by launching an Instagram contest, turning the passive act of viewing into an active, rewarding experience. We divided the complete artwork into square pieces and posted each one on the Warner Bros Belgium Instagram account. Fans simply had to like and comment on their favourite part. At the end of the campaign, a jury selected the lucky winners who each received a high-quality canvas cut from the original artwork.