Billboard advertising is a tricky thing to master, especially in the age of viral CGI campaigns and rampant social media marketing. Athletic apparel brand Gymshark is taking it back to basics, with a playful and simple billboard ad that lets the customer do the work.

While there’s no strict formula to billboard advertising, it’s all about grabbing your audiences’ attention boldly and concisely in a way that sticks in their minds. Gymshark embodies this with its latest interactive campaign, inviting passersby to “shop lift” its products to make a big statement.