An unusual outdoor campaign was conducted to promote a steak restaurant in Yekaterinburg. The idea was to demonstrate the quality of meat grilling at the restaurant. All we had was one billboard.
For a week, we heated up the city’s interest with a giant picture of raw meat. Then, one night we fired up the billboard, and literally grilled our steak.
It was not easy to negotiate with outdoor ad operators about grilling the billboards. However, it was worth it: over 100 media channels reported the news about the flaming ad. The restaurant’s visitor traffic faced huge spike. Now this place is one of the most visited steakhouses in the city.