The creative was simple and striking so needed a format to match. Using a unique letterbox, almost widescreen style framing, to create additional drama and give greater space and power to the copy.

In the show the characters spend much of their time in cities with some scenes shot on the same streets as the billboard sites. This urban setting was vital to the success of the campaign, bringing to life the dynamic of the relationship but also adding context.

The context was created through the living canvas of the streets with an ever-changing cast of real people who looked, smiled, shot and shared the campaign. The buildings and architecture, street art and music, sounds and smells surrounding the sites elevated and added energy to this living, breathing campaign.

The campaign was an instant hit with fans who were invited to locate all of Villanelle’s billboards, share their photographs online and call Eve Polastri’s voicemail. As the amount of press and digital sharing grew many more people began to search out the billboards to see the dialogue unfold between the characters.

It became just one of the thousands of stories and narratives taking place on our streets everyday. As Charles Baudelaire said “What strange phenomena we find in a great city, all we need do is stroll about with our eyes open. Life swarms with innocent monsters.” a very befitting summary of this killer campaign.

Killing Eve series 3 is available now on BBC iplayer.