We launched the "Driving you happy" campaign with traditional out of home, and some down and dirty (and perhaps a bit illegal) experiential outdoor.
Then we broke out the spray paint. And sure, we acquired a few fines from the city.. but the end result was worth it. We created hopscotch stencils shaped like cars around San Francisco and LA. We got people hopping, skipping, Lyfting and generally speaking commuting happy.