You always get more than you asked for when you search on Wikipedia. This interactive OOH campaign explores the wacky world of the Wiki Wormhole and encourages passersby to get sucked in.
Each ad shows a journey down the Wiki Wormhole by combining two seemingly unrelated visuals. When scanned, a QR code at the bottom of the ad links to a trip Wiki page that shows how the two objects are connected and prompts viewers to "keep the wormhole open" with a donation.
Stickers are given as swag to those who donate to Wikipedia.