OPEN

I have a recurring daydream where I try to imagine what the world would look like if all the marketing you encounter was useful. What would your High Street be like if none of the flyers, billboards or point of sale attention-begging was allowed to happen unless it was in context and immediately useful to most if not all the people that encountered it?

Well, one BBC World ad campaign in the US would maybe make the grade in this fantasy contextual marketing nirvana. The billboards are interactive and display votes (via text message) from passers-by for diametrically opposed words relating to a topic (China, bird flu, occupation of Iraq).

Via Euan Semple and Richard Sambrook.