How to advertise someone who has been constantly around in our city, wherever we turn, mostly without being aware of its presence, because the purpose of its existence is to advertise the others? The company Alma Quatro, a leader in outdoor advertising, has summoned us to conceptualise the way of marking its 25th anniversary. The result of our cooperation is a campaign that filled us all with positive energy – a campaign of advertising the non-existing products that make our life nicer and more fulfilling. With a slogan WE HAVE BEEN SEEING ONE ANOTHER EVERYDAY, Alma Quatro really sent the right message about itself and presented itself as a company that is some kind of a ”good spirit” of the city and country where operates.