QR Codes: Travel Back in Time to Graffiti

QR Codes are now being used to preserve graffiti for posterity by photographing the graffiti before it is removed. After the graffiti has been cleaned off by local authorities or a building owner, a QR Code is placed in the exact location which leads to the original image of the graffiti. In this way, a mobile phone with a QR-Code Reader can be used to travel back in time.

How the “time travel” mechanism works

The system is straightforward: capture the artwork while it exists, then replace the physical mark with a digital pointer after it disappears. The QR code becomes a permanent address for a temporary piece.

In cities where street art is constantly overwritten, cleaned, or redeveloped, lightweight digital markers can preserve cultural memory without freezing the city in place.

Why it lands

It respects ephemerality instead of fighting it. Graffiti stays transient, but its trace stays findable.

It puts the archive back on the street. The documentation is not hidden in a database. It is anchored to the exact wall where the work lived.

It makes discovery participatory. You have to scan, which turns the passer-by into an active retriever of the past, not just a viewer.

Extractable takeaway. Preservation becomes compelling when it is location-true and low-friction. If people can access “what used to be here” in the exact place they are standing, the archive feels like part of the city rather than a separate museum.

Borrowable moves

  • Anchor digital content to a precise physical spot. Place is the interface, not just the backdrop.
  • Design for “after removal”. If the thing you love will disappear, make the replacement object carry the memory.
  • Keep the interaction simple. A scan is a smaller ask than an app download or a long URL.

A few fast answers before you act

What problem does this solve?

It preserves the visual record of graffiti that is likely to be removed, while still letting the city clean or repaint surfaces.

Why use QR codes instead of a normal plaque or sign?

A QR code can point to a photo archive and scale cheaply. It also keeps the physical footprint small.

What makes this feel like “traveling back in time”?

You stand in the present at a cleaned wall, scan the code, and instantly see what used to exist in that exact location.

What are the key dependencies for this to work long-term?

The linked image hosting must stay live, and the code must remain readable and not be removed or damaged.

How could a city or brand adapt the idea?

Use location-linked markers to preserve temporary culture. Murals, pop-up installations, event posters, even construction hoardings, while keeping the interaction one-step simple.

McDonald’s digital billboard game

Menu items bounce and fly through a digital billboard screen. If you are quick enough to capture one in a cell-phone picture, it is yours for free at the nearest McDonald’s.

The idea. Speed turns attention into reward

DDB Stockholm creates a clever and simple interactive billboard game for McDonald’s that turns a familiar format. The outdoor ad. Into a real-time challenge with a tangible payoff.

How it works. Capture the moment

  • Menu items animate across the billboard screen.
  • People try to “catch” an item by snapping it with their phone camera at the right moment.
  • The captured item becomes the proof that unlocks the free product at the nearest McDonald’s.

Why it works. A physical moment that feels earned

The mechanic is immediate and legible from a distance. It is also fair in a way people understand. If you are fast, you win. That converts passive viewing into active participation without asking anyone to download an app or learn a new interface.


A few fast answers before you act

What is McDonald’s digital billboard game?
An interactive billboard activation where animated menu items move across the screen and people try to capture one with a phone photo to win it.

What do you have to do to win?
Take a cell-phone picture fast enough to capture a flying menu item on the billboard.

What do you get if you succeed?
The captured item is redeemed for free at the nearest McDonald’s.

Who creates the activation?
DDB Stockholm.

What is the transferable pattern?
Turn a high-reach format into a simple, visible challenge. Then reward the behavior with an immediate, local redemption loop.

Love in Action

Following the grand success of Lacta’s interactive film in November 2009…Kraft Foods and OgilvyOne Athens set out to create yet another integrated campaign for Lacta, Greece’s leading chocolate brand. This time instead of producing another love story themselves, they set out to create one with their audience.

Kraft Foods and OgilvyOne crowdsourced the 27-minute branded-entertainment film, involving the audience in everything from writing to casting and styling the actors. Some even popped up as extras in the finished film. During filming audiences were kept updated through the campaign blog, Facebook, Twitter, YouTube and Flickr.

Here is a 3 minute video case study on the same…

Then on Valentine’s day the film was aired on Greece’s top TV channel and online, with great success…