Cafe Neamess is one of Israel’s most popular coffee brands, but people often don’t publicise they drink it because it isn’t seen as a premium brand. To change this and get people talking ad agency BBR Saatchi & Saatchi, Israel, created a site that allowed people to appear in a billboard at a location of their choice, along with a personal message. 1000 people were picked and given their own billboard, because it was personalised the people shared it with their friends, helping to create huge publicly for the brand again.