Advertising normally utilizes interruption.
Lynx has however created the world’s first invisibile ad which provides provocative content when viewed through special sunnies.
Windows of an abondoned house in Sydney were replaced with LED screens. To the naked eye it looked like nothing was happening but when handed a pair of LYNX Sunnies, the house turned into a huge raunchy advert.
Arguably a smaller reach but a more engaged audience and you can bet that there will be some organic PR and social sharing.. check it out