I’ve seen a couple of these signs attached to telephone poles around my neighbourhood:
They are, it turns out, a band. Maybe I’m overly curious, but a simple sheet of 8 x 11″ paper with the band’s (admittedly peculiar) name printed on it was enough to get me to look further. Had it been your ordinary photocopied indie band poster, I probably would have ignored it.
DarrenBarefoot.com 
I disagree about this “campaign”‘s effectiveness for one simple reason. There’s no Call to Action.
A URL or even just an email address would at least let people get a bit more information.
They can’t claim this is an exercise in brand awareness — Nike can afford to do that; a small band can’t.