Le Bureau installed huge speakers atop of the regular street poster sites, which coupled with a motion detector sets the cheering off whenever someone comes close enough to the poster. This is certainly not the first time a poster has carried sound - remember way back in 1998 when a SPA water poster in Amsterdam had the constant fizz of light bubbles emitted from it? Applause seems to a be a trend in Sweden recently when Vällingby and myrorna got together with ad agency Ruth and created clothes donation boxes that cheered you on whenever you donated clothes. Either way, noisy posters are still rare so I'm sure that this will get noticed, and perhaps even attract viewers despite the shows concept where "two ordinary Swedes are sent over to Japan to try and become famous in one month" sounds like utter dreck.

Client: TV6 Agency: Le Bureau Erik Undéhn : Photographer Jonas Wittenmark : Art Director Tobias Carlson : Copywriter

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.