Lukas Lindemann Rosinski from Hamburg, Germany have orchestrated Germanwings latest guerilla strategy at 30,000 feet on board their competitors plane. 😎
Live interactive billboard against agression
You walk past a giant outdoor screen in Amsterdam or Rotterdam and suddenly find yourself inside a street-violence scenario. Public service employees in the Netherlands face aggression and violence on the streets more and more often. Onlookers unfortunately do not intervene often enough when they encounter a situation like this. A live interactive billboard places people in a similar situation and confronts them with their inactivity.
What the billboard is designed to trigger
This is not entertainment. It is a public-awareness intervention. It puts the bystander role on display and forces a moment of self-recognition. If you do nothing, you see yourself doing nothing.
How the “live” effect is created
The experience blends previously recorded footage with a live street feed, so passers-by feel like the scenario is happening in their space, with their presence in the frame.
Why this works as a behaviour nudge
Most campaigns talk at people. This one involves them. It turns an abstract social issue into a personal moment, right where daily life happens, and that shift from observer to participant is what makes the message stick.
A few fast answers before you act
What is this interactive billboard trying to change?
It targets bystander inaction. It makes people aware of how often they do not intervene when witnessing aggression and violence against public service employees.
Why use “live” interaction instead of a normal poster?
Because the live element increases personal relevance. When people recognise themselves in the situation, the message becomes harder to dismiss as “someone else’s problem”.
What is the core mechanic in one line?
A staged violence scenario is combined with a live feed so passers-by see themselves present in a situation that calls for action.
When is this approach appropriate for brands or public bodies?
When the goal is behaviour change, not awareness alone, and when the topic is serious enough that participation creates reflection rather than trivialisation.
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.