Every once in a while there is a legitimate "need for speed." Such was the case when JCDecaux's Mallscape, a network of bus-stop shelter sized in-mall posters being launched in over 200 of America's largest malls, featuring 100-120 back-lit posters at each mall.

Sites were up but it was early days, and there were still sites without advertisers. Decaux's SVP of sales and marketing, a returning client and colleague, asked if we could develop a "place holder" campaign, printed and installed, in ten days. We gulped, and did it. It was fun. It worked.