Creating a Paddy!
This is a wind-up, but a very good one which helped prove an important point about conservation as well as plenty of publicity for Paddy power...
I'm not sure how many people were really fooled - it started with a fake shot from an aeroplane appearing to show a message supporting England in the World Cup carved out of the Brazilian Rainforest - and it relied on social media picking up the story and getting complaints, there were 836k views on Reddit and lots more on Twitter (although I didn't see it).
The pay-off is brilliant; "when the world expressed its outrage, we would reveal that the photos were fake – and created to draw attention to the fact that “every 90 minutes, an area the size of 122 footy pitches is chopped down.”
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