Retail chain Daffy’s recently launched a campaign beneath the streets of New York City featuring 40 pieces of a highly provacative photo from their latest look book. Consumers were set on a hunt to find and then tweet the pieces of the puzzle in a race to complete the full picture for a chance to win the ultimate prize: an entire year of living rent free in a high end Manhattan space. The campaign, developed by agency Johannes Leonardo also integrated a truck Twitter tracker on the Daffy’s site and a live event incorporating performance and film. One of the freshest campaigns we’ve seen in a while and worth the hunt for sure. Check out some pictures of the puzzle pieces and the final image below.