So far as I’m aware, there’s not been much to link a small street near Victoria with Lesotho, South Africa, and 47 countries. Until now.
Gaining (maybe even seizing) attention is key to any campaign. Connecting causes with play (tastefully, of course) is a great way to attract it and (if you can pull it off) mystery is a potent extra component. I’m excited to see what develops in the next few hours.