To promote 888.com, we turned the world into a virtual casino. A number of billboards mimicked roulette play with an initial poster asking what colour the next poster would be. About 200 metres further along the road, we randomly posted either a red or black outcome. Another series of posters went up over the weekend, encouraging people to guess when they would be marked by graffiti. The answer was Wednesday. Tube cards made a game of chance out of when passengers got on or off. And posters in male toilets turned their visit into a guessing game.
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