Today, Johannes Leonardo is sending New Yorkers on a hunt in a new campaign for an undisclosed client. The agency has created 40 unique posters, placed in subway stations throughout lower Manhattan and Brooklyn. Each poster discloses one piece of a puzzle, which passersby are encouraged to snap up with their mobile phones and piece together to discover an explicit image that, if shown in its entirety, would surely have mainstream media wielding their censor bars.
The completed puzzle will also reveal the mysterious patron of the piece-together campaign. Participants in the puzzle game can check for updates and post their own on Twitter via #undergroundpuzzle. The agency expects the campaign to run for about a month, or until game players have completed the mysterious image. Check out more of the campaign posters below.