The picture here illustrates a unique style of advertising adopted by a local edition of Wall Street Journal in Sao Paolo.

Wallets were scattered around the city and contained a sticker that said something along the lines “You found the wallet. Now find out how to fill it up”.

Will this campaign work ? Doubts remain because people would pick unclaimed wallets lying on streets are of a different kind. But yes, there are good souls who pick up things with the intention of returning them to the rightful owners.

Maybe, the ad campaign will work with the latter category.