On October 4th, the unthinkable happened. Facebook, Instagram and WhatsApp all went down causing an international blackout for billions around the world. People and businesses were left cut off, unable to contact loved ones and customers. As the original social network, the Post Office saw an opportunity. Within just 6 hours of the blackout, we had written, designed and with the help of Clear Channel displayed an OOH campaign across the UK poking fun at the internet giants. And thanks to the blackout, it's probably the only modern campaign with an unknown amount of social media impressions. Not bad for ‘snail mail’.