If you're going to take out just one billboard, here's a way to get it noticed; offer to sell a single piece of string cheese.
Black Diamond Cheestrings and its agency Broken Heart Love Affair did just that in Toronto recently in an elaborate stunt designed to remind people of their string cheese trading days at school and just what you would give for one.
In three days, the billboard resulted in over a thousand offers for the SNACK (they included two Persian cats, a broken lawnmower, Shaquille O'Neal rookie cards and a yacht). It also got a lot of media attention, from the likes of the New York Post, HuffPost and CityTV, with several outlets calling the number on the ad. That was answered by an actor, hired by Black Diamond to play a fictional trader called Angel Domingo and play along with the hoax.
The billboard is part of a wider campaign taglined "Keep It Cheesy" which includes a TV ad, seen below, that features office workers all trying to one-up each other on a trade for a cheese string.