Women’s Aid embedded facial detection cameras into a billboard displaying a bruised woman’s face. When passers-by stopped and looked, her injuries began to heal on screen in real time. The longer and the more people looked, the faster she recovered. It generated coverage across 20 countries and reached 326.9 million people.
OpenTable hung a towering restaurant receipt inside Melbourne Central listing every act of unpaid maternal care, from “carried you” to “loved you infinitely.” The total at the bottom read $0.00. The campaign line followed: “You’ll never settle the bill. But you can pick up the next one this Mother’s Day.”
Independent Age opened a fake pub in Westminster serving only tap water, with each tap representing a different UK region and its average annual water bill. Southern Water customers pay £759. Northumbrian Water customers pay £535. The same product. Different postcodes. The charity is lobbying for a national social tariff to fix it.
The Ordinary opened six fake grocery stores across Toronto, London, Paris, São Paulo, Mexico City, and Melbourne stocked with ordinary produce in luxury beauty packaging. A banana cost $175.90. An avocado cost $305.90. Nothing was for sale. Visitors left with The Ordinary products instead and a 10% discount code.
