Three posters, each of 3ft. by 1.5 ft. To be deployed where there are high volumes of pedestrian traffic and as quarter or full page spreads in magazines and newspapers as a week long curiosity campaign.
Posters one and two feature for 2 days each and poster three for four days.
The posters demand immediate attention because even a cursory glance will show you that there is something missing. The copy reads:
Worry now, or very soon there won't be anything to worry about.
You'll miss it when it's gone.
In the first two posters in the campaign the by-line is also mysterious, prompting you to look further for more information, until the third and final poster tells you exactly where you can go to find out more.