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Rapper, actor and entrepreneur Drake is no stranger to the concept of out-of-home advertising. He’s utilized billboards to promote new music and concerts—as well as congratulating Rihanna—since 2011.
With his latest album release, Certified Lover Boy, the Canadian artist took the OOH route again. This time, he’s highlighting album cuts by plastering every featured artist’s name in their home city.
The campaign kicked off Sept. 1, two days before the album’s release. A bit of mystery was incorporated into the effort, with certain phrases and names teased out in advance.