Ads into lost wallets!

Picture this:
you are walking in the park and suddenly you see a wallet on the ground.
You pick it up and when you open it to look for the owner's info you see the following message: "You found the wallet. Now find out how to fill it up".

This was just a part of an incredible advertising campaign in Sao Paolo for the local edition of Wall Street Journal.
What a great idea!

[via: advertisingLab]