To promote the movie Snowden, the advertisement broadcasts information on passersby without their knowledge

Billboards are an important facet of movie advertising, but the billboard for the movie Snowden placed over Dundas Square in Toronto is actively spying on passersby.

Scheduled to debut at the same time as the Toronto International Film Festival, communications agency DentsuBos and film distribution company Elevation Pictures placed motion tracking cameras all over the area and then broadcast the images onto a nearby billboard. The advertisement was meant to highlight the film's themes of secret surveillance and privacy in an increasingly digital world.

PSFK provides access to this article and every report, case-study, interview, and analysis that we publish for our members. PSFK Professional Membership also unlocks accessto unlimited customized research assistance and our database of over 100,000 insights on innovation trendspanning across eight industry sectors—from culture and brand to retail and customer experience.
Already a members? Log in