In May 2007, São Paulo hit the headlines as the only city in the world to ban the billboard. It was both an international story and a unique advertising opportunity. This ad shows the changing landscape of São Paulo and the way people reacted to this new billboard-free environment. Through the empty frames we are given a glimpse into their lives and shown how the views and the skyline have changed. It ends with a line explaining why sometimes it’s better not to see any ads and refers to the fact that Sky Movies doesn’t have ad breaks during films.
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