Grocery Store Don Giulio Salumeria is Running a Hidden Ad Campaign

By: Alyson Wyers - Aug 21, 2015
References: dongiulio.ru & springwise
If you want to run a hidden ad in Russia that the police won't find out about, this smart billboard is one potential avenue for you to explore. The billboard advertises banned European products, but shows something else when cops go near.

This came about as a response to the Russian ban on European goods after the European Union (EU) put sanctions against Russia due to the crisis in Ukraine. While many Russian retailers are complying, some -- such as the grocery store Don Giulio Salumeria -- are resorting to hidden ad campaigns to attract customers without alerting the police.

Creative agency 'The 23' helped create the smart billboard, which is located in Moscow. The poster lets people walking past know the store is continuing to sell various European food products.