Seeing a renowned athlete on a billboard isn't surprising. But seeing another billboard next to a renowned athlete that shows them as a young child catches the eye, and tells a story of an accomplished athlete and the child they once were. That's what Ogilvy Latina Sur and MILO did with "Raising Billboards", a campaign running throughout Chile. MILO bought space next to Nike billboards that featured well-known athletes, and placed their own ads directly alongside the Nike ads, featuring younger versions of the athletes ingeniously, creating a dialogue between the accomplished athlete and the child they once were.
