The Economist: Baby

Ogilvy & Mather, Mumbai was tasked to come up with an advertising campaign for The Economist that would make people "interpret the world", so to speak.
They did exactly that with a series of billboard ads. Each billboard bore three seemingly unrelated visuals placed within each other, which together told a set of inter-related, globally relevant stories. Each billboard also carried a code that people could text to a given number, after which they'd be texted the respective stories in return. People took wild guesses about which billboard spoke about which stories, often getting into arguments with friends and strangers before texting the code in a huff, to make their point.
The result? 11,194 SMS responses were received in three weeks Subscription registrations on www.economist.com went up by 44% during the campaign period. And the website www.interprettheworld.in registered 66,851 visitors and 1,34,431 page views in two weeks.