Three big billboards were positioned on a busy junction in Amsterdam. This strategic place was chosen because you can approach it in 3 ways. So it doesn't matter what direction you come from, you can always see at least one of the billboards starring the main characters of the Movie.
To support the campaign in a perfect way we dived into the 50's and developped a small limited edition newspaper called 'The Daily Irishman'. In this newspaper people could read all kinds of facts and stories about the movie, this gave us the oppertunity to do a activition with a bunch of paperboys to spread the word about the Movie.