Neighbourhood Dance Works.

Neighbourhood Dance Works needed a quick and cost-effective way to get audiences excited about their upcoming Valentine’s Burlesque show. So hundreds of pasties were attached to parking meters in downtown St. John's giving passers-by a taste of what to expect. Hidden cameras recorded their reactions and a video was sent out virally just before the show. The results? The show was a complete sellout, news and photos of the pasties appeared in local papers, and every single one was stolen. Happy Valentine's, indeed.

Agency: Target St. John's, Canada.