The challenge was to overcome the stigma associated with advertising in public restrooms. Smartbox owns displays inside many train stations' restrooms all over Sydney. Furthermore, we would have to get the attention of two targets: the commuters and the media buyers.

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The idea was to prove that people will pay attention if brands have something relevant to say. Therefore, we approached a vital subject to reach the attention of people and the big media - Gender Diversity.

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REFRAMED - SENDING SOCIAL STIGMAS DOWN THE DRAIN

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We takeover restrooms in train stations from Blacktown to Bondi with a gorgeous photography exhibition on Smartbox displays depicted with extreme delicacy by Evelina Fietisova. In a few days, Smartbox and The Reframed Exhibition had the attention of the mainstream media and many digital vehicles that invited people to visit the exhibition.