This ad campaign in Toronto has caused quite a stir. A fictional product “Obay” had local consumers baffled and seeded an unprecedented amount of attention online within Digg and Flickr.
After a few weeks the promotion was revealed as a campaign for http://www.ontariocolleges.ca. It had a few people fooled during the initial stages, some believing that it was a new and legitimate mind controlling drug, prompting a lot of online debate.
Fantastic work, and great to see an offline campaign pick up such high levels of word of mouth online.