PR Stunt Brings Billboard to Life

By Jenny Berg March 24, 2014, 7:00 AM EDT

Photo: Doug Hac

On March 18, NVE: The Experience Agency brought a billboard to life to promote the upcoming 20th Century Fox film Rio 2. From 8 a.m. to 8 p.m., the activation took over the intersection of Sunset Boulevard and Sherbourn Drive—an area of Los Angeles that thousands of cars whiz by all day. The colorful spectacle involved 15 samba dancers in full costume perched on a catwalk in front of the billboard, plus more dancers below. The stunt also had its share of feathery guest stars, with a live parrot, macaw, and cockatoo on site.

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