Sacha Baron Cohen is outrageously provocative. His new seven-episode series, Who is America?, has already rocked the boats of Dick Cheney, the NRA, Sarah Palin, and many others.

So when FCB alliance ad agency, Happiness Belgium, was briefed by TV channel, BeTV, to create a buzz about the show that mocks the more idiotic aspects of America, there was one idea that stood out. Mocking one of America’s most stupid aspects. Trump’s wall.

Happiness took the key image of the show to a place no one could miss. It by put the poster up on real walls, which the agency built in front of Mexican restaurants.

Three walls were built – overnight. None of the restaurant-owners were notified beforehand. Luckily, all saw the humour and no complaints were filed. The out-of-home installations ignited both curiosity and discomfort, which was the advertising campaign’s main goal.

As well as achieving its primary aim for BeTV, the stunt demonstrates that outdoor advertising isn’t essentially synonymous with billboards, but can push the edges of how to engage people.

“It’s [Who is America? is] Sacha Baron Cohen at his best: intelligently exposing the true nature of people and pushing the limits of what he can get away with. In that sense, this outdoor campaign is definitely Cohen-worthy. All it took was some bricks, glue and cojones,” the agency noted.

https://youtu.be/iVmR-ztfnRs