Every four years a special kind of hysteria comes around. It’s called World Cup Fever, and Toronto gets it bad! With such a mix of nationalities it’s not hard to find supporters of every country that makes the two-week tournament. Bars are packed. The streets are rocking. Google wanted a piece of the ad-dollar action, and came up with a billboard campaign like no other before it. Based on real-time Google search data, their boards went up and were refreshed daily. That meant getting the copy, getting it printed on adhesive vinyl lettering, getting it to one of several prominent, high traffic locations scattered around the city, painting the walls and sticking up the lettering, all before the city awoke and knew that anything had happened.