3D pictures on asphalt
That's not where the story ends. Our next step was to put 3D pictures (or anamorphic images) on streets which most of students go along on their way to university.
The advertisements were placed near three Moscow universities: HSE (ВШЭ), MSU (МГУ), and SUM (ГУУ). Unusual 3D advertisements appeared on the asphalt near the universities.
Our task was again to depict the life-changing experience, therefore we drew a reflection of a businessman in an expensive suit and with a case in his hand on asphalt. The picture worked in the following way: a student steps on foot-shape markers on the ground near the picture, a photographer steps on a camera marker and the magic begins. We see just an ordinary student wearing a T-shirt and jeans while the reflection shows his successful future!
The picture also contained the information about the event and a web-address for registration. Therefore it informed about the event all those who passed by apart from the students who took photos. Besides everyone who took photos with the pictures posted them in social networks or Life Journal or simply showed the photos to their friends on the phone. Thus they unintentionally spread the advertising information further. Unfortunately it is impossible to estimate the result of viral information distribution, however general results of the campaign speak volumes.