Thanks its precise depiction of the main point of intrigue, the O!Karte campaign “A lat – for a week!” created by DDB was awarded the title of best outdoor ad in February by Clear Channel.  The campaign’s Art Director, Ivo Jusis admits that in this case, the team was guided by the principle of “That which we show is just as important as that which we decide not to show. Clearly, it’s possible to hit the target with direct visual information!” 

The visual outdoor ad was one of the campaign’s media channels. It was complemented with TV adds, radio and an Internet competition which helped to shape positive public opinion. To some extent, “A lat – for a week!” has become a popular saying.