The outdoor display is made up of 2,500 toy models of the C4 Cactus. From a distance these miniatures form a composite picture of the car. OMD, Citroen's media planning and buying agency, conceived the campaign and said it is the UK's first mosaic billboard. It was built by students from the University of the Creative Arts and will be available for view on Friday 19 February until Sunday 21 February. It was installed by Swarm and bought by Talon and built inside Birmingham’s Bullring shopping centre.