Discovery
Dark Minds
A billboard made by other billboards.
For the launch of Dark Minds, the first regional TV show about True Crime on Asharq Discovery channel, we wanted to get the attention of the fans of the genre. Instead of just putting a billboard out there, we orchestrated the biggest outdoor heist in Middle Eastern history.
As a ransom note that uses different cut letters to write a mysterious message, we cut the letters from multiple billboards of other brands. The billboards with missing letters started to raise the attention of the target and worked as a big teaser for the launch.
"Successful brands showed how to convert curiosity into PR. Viewing platform Asharg Discovery promoted its new true crime series with a mysterious overnight media attack."
Cannes Report ¯
"Whoever is doing Asharq marketing is doing a great job."
CNN MENA ¯