The winning idea was deliberately simple: a billboard with a giant burning joint. It captured the show’s world in one provocative image — money, drugs and upper-class criminality, all wrapped up in a format designed to make people stop, stare and share. But it was also a fine line to tread, particularly with the ASA’s stance on anything that could be seen to glamorise drug use. Working with Paris-based CGI specialists Busterwood, we created a digital out-of-home stunt that blurred the line between real-world installation and social-first spectacle. A billboard that appeared to burn in public — just believable enough to make people question what they were seeing.