I’m guessing “reliability” was the message. A cell carrier that would work no matter what. And when you can count on rough weather, perhaps you’d want to make something more useful than a billboard – a tool that helps people in need.
Sure enough, the rains came. There was no elaborate program of giving. The ad fulfilled its own promise.
The locals used the billboard raft to shuttle people to a nearby safety zone. As intended.
Massive press ensued. This is genius.
(See more photos, HERE.)
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