Campaign consists of series of outdoor advertising, print advertising and an online map application.
Dramatic and morbid tone of the posters draw attention to so poor condition of the streets of Tallinn that they simply couldn't have survived and therefore couldn't be usable. The posters carry the slogan "Tallinn. The place where streets go to die" and obituaries of different streets. Online map functions as a possibility to show one's respect to the dead streets by placing a tombstone icon over the potholes on the streets. There is also a live counter that keeps track of the number of added tombstones a.k.a pothole locations. The URL of the site will be shared on Facebook, Twitter and under comments of newspaper stories and go viral from there.
The message is eye-catching and an eyesore at the same time and represents the citizens' disapproval of the current situation of the streets in Tallinn.
