When snack food brand SunChips decided to go solar to make its chips it seems that they thought “why not use solar energy for everything?” In a very creative out-of home-campaign, they created billboards that depend on the sun to form its content by casting shadows.

SunChips is a California company and this is definitely a California idea. I mean, although its immensly creative, the billboards don’t “work” at night and poorly, if at all, on cloudy or rainy days. Anway, the video below explains it all.

Although the promo sheet above states otherwise, this Amnesty International ad isn’t the “first poster that responds to people looking at it”–but that doesn’t really matter. This great interactive out-of-home ad in a Berlin, Germany, bus stop features the image of matrimonial bliss when you’re looking at it that morphs into domestic violence when you look away.

The Jung von Matt-created poster uses a camera and eye-tracking technology to change the image on the display. There’s a small delay between the change of image so that the viewer can understand the message.

So many novel technologies are being developed, like the facial recognition, multi-touch interaction and hand-held device interaction, that scream “use me to cut through the clutter”. You don’t blame advertisers and marketers from wanting to use them. Unfortunately, sometimes the integration of the technology overshadows the message or the goal, making the use gimmicky, but other times, the content prevails leading to some great ads like the Teehan+Lax Telus ad, this Marks & Spencer’s campaign on London Underground digital LCD screens, or the above-mentioned Amnesty International installation.

The sad part about this Anti-domestic violence ad is that it was created to win a Cannes Lion (Silver, outdoor category) and is only in one location that likely won’t be installed elsewhere, so the important message its trying to communicate won’t really be seen by anyone.

Via Copyranter.