Palm Angels chose high-impact formats such as billboards and premium street furniture networks, as well as more disruptive activations such as guerrilla projection and chalk stencils to guarantee high coverage and brand recall.

All formats were interlinked by a QR code placed on the brand’s creatives that launched an engaging Augmented Reality activation: as passengers scanned the QR code via their mobile phones, an augmented exotic palm would appear on their camera.

Users could then playfully interact with the palm by locating it in different areas of the city.