Here are several examples of letting the consumer sample or experience a brand in an interesting way, in his/her "natural environment" rather than via traditional media.
I am a huge fan of intercepting people with a brand's benefit or expereience where they are, instead of assuming they'll give you the time to be taken off task. 
Brilliant use of a bus tailpipe as creative device.
I particularly love it when creatives align the qualities of a "media property" (if a crosswalk can be called media) to convey a brand message/experience.
I also love it when a media property's inherent quality (billboard = bigger than life) is harnessed to convey a key brand message (in this case, incredible bubble size).
If you have other examples you love, please post them! Or, email them to me and I will post 'em for you (if you're not a Digital Hive author).
Point very well taken Piers. Here's where I was coming from. 1. Our industry is basically all about pollution and interruption, no matter how well it's thought out or packaged deftly into a philosophy of some sort (the philsophy/new biz schtick du jour). 2. It's all crap (I am currently judging award entries of the alleged "best" and believe me, I wish I were more impressed overall). 3. If an execution or campaign stops you and makes you think for even a moment, even if it's just "gee, I haven't seen that before, how clever" perhaps that's all we can expect (that's the reaction I had to these).
I wish we could turn this business into something that makes the world better but I long ago gave up on that hope! That's why I consume culture outside of work so voraciously.
Posted by: Jeff Flemings - blog editor | June 21, 2007 at 10:47 AM
I stongly disagree. These are great examples of urban spam. Crap like this isn't any way forward. It's just another reason for the public to hate the ad industry even more.
Posted by: Piers Fawkes | June 21, 2007 at 08:45 AM