Earlier this year, Johannes Leonardo sent New Yorkers on a hunt in a new campaign for an undisclosed client. The agency created 40 unique posters, placed in subway stations throughout lower Manhattan and Brooklyn. Each poster disclosed one piece of a puzzle, which passersby were encouraged to snap up with their mobile phones, piece together and post on Twitter to #undergroundpuzzle in order to uncover an explicit image that, if shown in its entirety, would surely have mainstream media wielding their censor bars.

The mysterious patron was just revealed on Fashion Pulse Daily to be Daffy's, for whom the agency has performed other unconventional stunts.