"To launch the high quality TV channel TNT in Belgium we placed a big red push button on an average Flemish square of an average Flemish town. A sign with the text "Push to add drama" invited people to use the button. And then we waited..."
Advertising like this is so cool - it creates a whole experience for people to play with and places it in real life and also gives you the choice to view it or not. Very clever, awesome, well executed concept!
They've also done a sequel. I think someone should do a "Push to add Happiness" button next :)