The one thing Times readers have in common is they like to think for themselves.
We posted provocative images on billboards, in train stations and on the underground. There was no right or wrong answer to them. They were there to make of them what you will.
How did we bring it to life?
The following week, the same imagery appeared in the same locations, only this time with The Times masthead framing the subject. Putting The Times at the heart of the issues. Bloggers had seized upon the campaign, posting photos and asking who was behind it. Other newspapers ran articles on the campaign. Flickr, Twitter and Facebook was set alight with the quest for answers.