Campaign strategy and design to celebrate the opening of the newly re-branded Urban Attitude Fitzroy. After receiving a key with their purchase, shoppers were then persuaded to "Check Out The New Pad and Win An iPad". One lucky key opened a cabinet positioned instore which housed an iPad.

The media generated heavily focused on a 1km radius of the store's iconic Brunswick St location. Street-level advertising via bill posters and stencils aroused customer interest whilst large white dots led foot traffic into store.