In 2018, as part of the advertising campaign "Knowledge becomes obsolete. Come for fresh ones," an unconventional project was implemented for the Marketing Forum client.
Philip Kotler's book with millions of disputes of mold mushrooms was placed in a special citylight installed in the Dream Town 2 shopping mall, where visitors could witness the "aging of knowledge" live. With each passing day, the mold continued to grow, making the book look increasingly ancient, thereby conveying the main idea that knowledge becomes obsolete, the world is changing, and constant improvement is necessary. "Knowledge becomes obsolete - come for fresh ones" is the main message of the advertising campaign.

Thanks to the coordinated work of professionals from Megapolis, together with the advertising agency BBDO Ukraine, and Havas Media Ukraine, all the peculiarities and difficulties were taken into account during the project implementation: the choice of the venue, finding construction solutions within tight deadlines, adapting it to the client's brand book, adding lighting elements, assembling and setting up the climate system to regulate temperature and humidity, creating favorable conditions for the mushroom's growth, preparing the necessary documents from microbiologists proving the safety of the fungus, and coordinating the placement with the shopping mall and others.

This work won a silver award at the ADCE Awards 2018.