the sneaky way to be sexy

How do you make Daffy's sexy to a NYC audience? How do you incorporate a sexy image in your ads without getting the people who don't like sexy all upset? You break it up into a puzzle.

The More Bang, Less Buck campaign featured the above image - but broken into 40 different pieces, and spread across subway posters around the city. Each ad featured the hashtag #UNDERGROUNDPUZZLE, so riders could put together the puzzle themselves, or follow its unveiling. That's the way to make a super hot hashtag. Nice.

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