A huge interactive light box was mounted in Seoul Sindorim Subway Station, the entrance way to a multiplex electronics shopping mall where various brands compete. Over 500,000 commuters use the station daily, making it the perfect place for an ad like this. Huddled together as if at a premiere, the paparazzi appear to be jostling and competing for the best celebrity shot. The celebrities, however, are the ones walking by the ad, they automatically trigger a deluge of flashing camera lights. The accidental superstars then follow the red carpet all the way out of the station and into a mall, where there’s a Nikon shop conveniently located inside.
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