A pseudo-medical campaign built around a series of provocative digital billboards with layered metaphors — designed to trigger an instinctive reaction first, and then subvert it. From these billboards, users are directed to a diagnostic microsite, where they undergo a short “check-up”, receive a humorous diagnosis, and get a personalized treatment plan — in the form of free access to Joi AI. As a bonus, users can upload a receipt from any dating app subscription to unlock JOI Premium.