Love this one big time.
The province of Alberta is trying to muster up some tourist traffic to its ski and snowboard resorts, and while they're no Whistler or Vail, Alberta's own Lake Louise and Banff destinations are nothing to sneeze at.
So, instead of the standard beauty shot of whitecapped mountains or promise of promiscuous parties (I mean, how else do you sell snow vacations?), Travel Alberta International has launched a unique, interactive out-of-home campaign, designed by the Venture Toronto agency.
Check it out below--in subway stations throughout Toronto (and sadly only there right now), the public can actually be part of the ads by sitting on benches blended into ski-lift murals behind them and planting their feet into skis painted onto a floor-laid birds-eye perspective of a hill.
The brilliance of this is its simplicity--the benches are part of the existing subway infrastructure; the only "add-ons" are the wall and floor graphics. Yet they create a boundary-breaking fourth-dimension illusion, a spirit and an audience touchpoint that most advertisers can only dream of.
When you get potential clients to be part of your ads without succumbing to begging them for user-generated content , you're doing something not just right, but freakin' special.