This is what I love about billboards - their ability to transport you some place else, their ability to distort visual reality. This image is so large that at first glance it really does look like there is a woman swimming in a giant tank on the side of an inner city building. It's such an unexpected juxtaposition that you're forced to look twice. That, for me, is a successful advertising campaign - something that makes me look harder, longer and think about possibilities and 'unlikelihoods.'
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