When global photochromic lens-wear maker Transitions Optical approached us with a brief, it was at a point in time where no one thought to utilize a field with traffic smack in the heart of the Central Business District to advertise anything. This was not available on any media rate card, so approaching the media agency proved fairly useless. By 2008, and after this ambient piece broke, this field became the one of the most sought after OOH media locations in Singapore.