Kudos to EA for a great concept in promoting their new game, Spore. In the game, the user creates a creature that they can grow, evolve, socialize, etc. etc.
The billboard is only 14" x 16" and was placed on top of a building. They installed a custom made telescope on Union Square Plaza in SF, aimed directly at the billboard, so curious passer-by's can look at the ad in focus.
Not only does this break the convention of a typical size of a billboard, but it serves the purpose of a billboard in getting direct attention. ( a lot longer view then 2 seconds in a car), and ties in with the concept of the game. Truly Genius.
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