#tbt for our personal best April Fools prank. MRB Films and the Mayor’s office of Philadelphia partnered to create an ambient and video campaign to raise awareness around pedestrian safety. MRB concepted and executed the campaign which included a faux press conference introducing the E-lane, a dedicated sidewalk space exclusively for pedestrians who wish to use electronic devices while walking. We created a web video documenting the event and sent electronic /video press kits to the major news outlets. The results were more than 16,000 hits on the mayor’s web site in 24 hours (more than the total hits over the previous 6 months) – coverage on NBC, ABC and CBS’s Moring show, including an interview with the mayor – print coverage in NYT, Washington Post, and San Francisco Chronicle.