ASB Bank : Money Goes Digital

The backstory in a nutshell: TBWA/Whybin collaborated with media shop OMD New Zealand on behalf of a youth-targeted financial service called Pago, sort of a mobile PayPal, which features a virtual wallet that allows users to text each other money via cellphone. In addition to various cell-tech attractions, the New Zealand five dollar bill, which features a rugged image of Sir Edmund Hillary, was pixelated -- "turning the national currency digital," as the agency puts it -- and a billboard in Auckland's main rail station was papered with 30,000 such Post-it notes "to create an interactive outdoor experience where train commuters could take the message with them, Pago in one hand, mobile phone in the other." See the PDF for more details.