Advertising Agency: Devito/Verdi, USA
The Headless Horseman from "The Legend of Sleepy Hollow" was projected from a moving van onto buildings and structures throughout Chicago neighborhoods for four hours. From the Loop to Wrigleyville, a giant galloping horse made itself known to passers-by, drivers and office workers.
Whenever the van came to a stop or idled in traffic, the digital horse reared back onto its hind legs, which then revealed copy inviting people to text Meijer that they had just seen the Headless Horseman.
Several hundred text messages came in to Meijer during the four-hour run.
Check it out: http://www.youtube.com/watch?v=SvEJWqz4dIw