As part of the campaign, we developed an outdoor advertising creative that appealed to people on a "then-before" basis. For the first week, passers-by were addressed by empty plates, and the advertiser was just a puzzle. This was done to stimulate interest in who was behind the advert, and a week later, the creative was followed by a "reveal" with a change of poster, featuring delicious dishes from the client Meso Kamnik.