The Emmy Award-Winning "Abbott Elementary" is ABC’s hit comedy that takes place in an underfunded Philadelphia public school. It follows a group of passionate teachers, an enigmatic janitor, and a hilarious principal, trying their best despite the odds stacked against them. ABC looked to celebrate "Abbott Elementary" Season 3, and invite returning fans and new viewers to tune into the February 7th premiere. ABC captured viewers' attention to drive tune-in for Season 3 with a unique billboard, using giant backpacks to form the "Abbott Elementary" name and catch eyes by bringing a whole extra dimension to its out-of-home ad. Six gigantic, colorful school backpacks were constructed and integrated into a billboard, with faux embroidered lettering spelling out "Abbott" in Abbott Elementary. Each backpack was the size of a truck, and added an extra dimension to the typical billboard look. The unique integration of the school setting into the marketing allowed even unfamiliar viewers to determine a lot about the series, and invited them to join the already sizable fanbase in watching the brand new season.