Brief: Effectively communicate Opti-Stud technology within Berghaus footwear to the potential customer with billboard advertising.

Synopsis: Our insight was that Berghaus Opti-Stud makes the impossible, possible. To show this, we took the positive word out of the negative and placed it in locations where the positive word could be viewed over the top of the great outdoors. We also showed the Opti-Stud footprint at the optimum viewing points to look at the billboards.