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The campaign revolves around the long distances many families must travel to be with their sick children in major city hospitals. We wanted to highlight this significant challenge and to achieve this, we interviewed HRMC families and placed “half-billboards” in their hometowns across Spain. The split-in-half message on these billboards was intentionally cryptic, and to understand its meaning, we invited the audience to connect their phones and see the other half—located miles away near main city hospitals, leading the audience to retrace the family's steps. Once they did, AR technology connected the original billboard with its corresponding other half revealing the full message: "Like this billboard, a family only truly exists when they are united”, triggering mobile content with the story of the family that once traveled that specific route, therefore creating a deep emotional connection with the audience