Images of the code were then placed in Central de Abastos in Mexico City, the largest wholesale market in the world. When people scanned code they were directed to a video of the structure being dismantled and loaded into the back of a Crafter. This campaign increased brand awareness in the area by 224% and 69% of people who scanned the code asked for further information. The idea and results recently won DDB Mexico a bronze Lion at the Cannes Lions Festival of Creativity.