Smart Russian billboard hides secret advert from the police

Earlier this year, Russia introduced a ban on European products in response to the EU’s sanctions against the country over the Ukraine crisis. Which meant only one thing for merchants who sell European products: bad news.

An Italian grocery store called Don Giulio Salumeria isn’t too happy about this, as if affects their business and is using a smart billboard advert to get the message across to customers without informing the police.

The hiding ad was produced with the help of creative agency The 23. Placed in a prime outdoor location in Moscow, the poster informs passersby that Don Giulio Salumeria is continuing to sell authentic European products including meats, cheeses and wine. Just take a look for yourself at how it works.