Nokia holds the trophy for the most amusing OOH ad of the moment. They created this larger-than-life signpost that points the way to local attractions and businesses in London. Best of all, it’s fed by consumers’ mobile text and online activity, making it a glittering example of the strengths of combining digital and analog, online and offline. Moreover, rather than talk AT consumers, this ad requires that they talk WITH it. Without our input, it can’t possibly live up to its purpose of pointing people in the directions that they need to go. It grants us full control.  

What happens when a brand begins to talk with and recognizes the power and integrity of its followers? Suddenly, a giant signpost ceases to be a blight on the skyline (like so many giant billboards) and becomes a beacon for millions.