Great local South African work by TBWA\Hunt\Lascaris. To help visualise how powerful an insect repellent Doom Super is they created a huge billboard made of shoes, and erected them on a giant billboard in Johannesburg. The copy initially read “How Many Shoes Equal the Killing Power of Doom?”. People were then asked to guess via their phones, radio, and online how many shoes they thought the billboard was made of, cash prizes where handed out to winners. Simple, creative, effective.