This is a clever spin on an old idea. The ad agency TBWA/Vancouver created a billboard that was originally covered with “grab-worthy household items like framed paintings, rugs, pillows and cookware”. As people snuck up and removed things, the billboard’s true message (for a security company–they’re name is kinda small, if you ask me) was revealed. You can even watch footage of people stealing stuff.
All of this happened back in February, 2005, so I missed any attention it garnered in the media or blogosphere back then. I looked in Flickr for any photos of the location (as it was in Vancouver), but couldn’t find any.
These are the same guys who did that great Electronic Arts recruiting billboard and the Vancouver International Film Festival artwork.
UPDATE: Matt writes with this photo (he’s also got an amusing story from McDonalds).
DarrenBarefoot.com 
I snapped one picture of it. Looks like it was around the same time as the picture on your post.
http://www.flickr.com/photos/mussels/5558968/
I love the second of the EA ads: If you know the sound a hollow-tipped bullet makes while tearing through flesh, we’re wary, but interested.
I’d be wary too. 🙂
Amusingly, my ex did apply via the char msg ad. However, only because he could, since he wouldn’t work for EA if they were the last software company in town.
Why do I think they wouldn’t want a marketer who can translate ASCII to “now hiring”?