When the commuters arrived for their bus in Israel, it was business as usual. Even the ads adorning the bus stop were typical fare. One billboard for a premium watch brand named frontier featured a man striking a generic pose next to the tagline “The time is now”—not the kind of ad that makes you look twice. But the unsuspecting commuters found it impossible to look away when the billboard came to life. Courtesy of Leo Burnett Israel, this digital billboard advertised the sleek aesthetics of the Samsung Gear S3 by directly engaging with those waiting nearby. The model in the billboard eavesdropped for the perfect chance to drop in on a conversation; as he spoke with surprised commuters about Samsung’s new smartwatch, the Samsung Gear S3 on his wrist also came to life, showing its innovative features to the delight of all. The daring stunt not only enlivened a normally mundane wait, but also exemplified the Samsung Gear S3’s main draw as a smartwatch that looks like, well, a watch.
Angus Hyland and his team at Pentagram London bring avant-garde aesthetics to vintage games.