American Express offers unique benefits, like £5,000 holidays for the price of a caravan park trip. One of these perks was goingonce.co.uk, an exclusive site where AMEX cardholders could bid on getaways through price-drop auctions. The more members bid, the cheaper the trip. The trick? To get it before someone else did. 

To promote this, we created an integrated campaign with stunts around London, showing dream holidays being "stolen" by passer bys…and pigeons. For Florence, a 13ft Michelangelo’s David stood in Central London for a day. The local pigeons got stuck in and by dusk, the statue was gone – as was the holiday on the site.

The campaign reached over half a million London commuters and boosted click-through rates to the AMEX site by 750%.