Less than a 5 minutes walk from were i live, stands a 75 meters wide outdoor, that a few weeks ago had only written a strange URL: www.o-que-e-isto.com (translated as what-is-this.com).

Once you got to the website you could upload your photo and had a chance to be featured on this huge outdoor, as one of the 68 face drawings on the final illustration.

UGO (english version) from FullSix on Vimeo.

The integrated campaign, developed by Fullsix Portugal for mobile carrier TMN is a great example how the boundaries between online and offline life are disappearing, extending our presence not only on multiple platforms but now also AFK (away from keyboard). The User Generated Content went offline to online and back again, with the outdoor sharing the iterative nature of digital communication.