Dr Pepper's secret formula, a signature blend of 23 flavors, makes every sip unique.
Insight: People are intrigued by secrets.
Big idea: We know how to keep a secret because we have 23 of our own.
Awards: Selected and Published, Ads of the World
Outdoor
A digital billboard located in Times Square displays secrets anonymously submitted to Dr Pepper.
The QR code allows the public to submit their own secrets anonymously to be featured on the billboard.
