This in my opinion is LIVE Interaction. I mean I haven’t seen an installation like this yet. Maybe some digital billboards has got great interactivity with mobile technology but to have one that reacts to the environment, especially something so random like this, is pretty interesting. In Singapore, all endeavors to create digital interactive billboards have resulted in epic failures. This example here by British Airways features a little boy waiting for a plane to fly past. Upon detection, he rushes forwards and immediately identifies the plane with much verve. Brilliant execution by Ogilvy UK. Nice execution indeed. Now, who says billboard advertising is to be dull and boring?