Smile Signs employed the strategies of marketing and aesthetics of advertising to capture the "hearts and minds" of the public. It made an intervention to emphasize the ever increasing domination of public space by commercial signage. Perhaps public space should be utilised with the public's interest at heart and not sold to commercial forces seeking to sow seeds of discontent about what people have and who they are? What is the power of signs? And for what is it used? The project ran in Dublin city, Killkenny town, the World Street Performance Championships, Sibin music festival and the Knockanstockan music festival.