Use the surrounding environment as part of the communication.
"What's around our ad that can become part of our ad?"
Work through these questions to generate ideas:
Ideas in this space might look like:
"What's around our ad that can become part of our ad?"
Took over context of blackout moment - 'You can still dunk in the dark' became real-time marketing template
The scene reads as both a mailbox and a waterfall metaphorically, so the viewer holds two meanings at once.
A digital billboard reacts to real planes overhead—pointing to them and showing flight info—so the surrounding environment becomes part of the ad.
