On the Edge: Augmented Reality Bus Shelter

AFA JCDecaux Denmark has made great creative use of OOH advertising and augmented reality by running a prank campaign for On the Edge, a Danish movie based around the popular theme of illegal racing.
To set up the prank, AFA JCDecaux placed a 2m² digital screen on the interior face of a bus shelter and hid a full HD camera on its exterior face. The camera streamed the live street scene onto the internal face of the bus shelter, so it appeared to people waiting for the bus like they were looking through a glass panel into the street.
The  ad creative showed an out of control car hurtling towards them, flipping over and crashing into the bus shelter!
After the shock and to the relief of the startled travellers, two of the main characters from the movie showed up giving out free cinema tickets to watch the movie.
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Via: JCDecaux One World