IBM Smarter Cities campaign. Ogilvy Mather, France. Kaan said "This one is an IBM smart cities campaign product/ad. It is great because it is intelligently complementing the ad with the functionality of the design, so perfectly that the audience really gets the idea of the “Smarter Cities” out of this design."
This form of guerrilla marketing will jump out to every consumer who comes across this escalator. Apple creates the idea that there are endless apps to use with their product. They have used exaggeration and interaction to reach the consumer.