We’ve told you about a handful of interactive billboards, from those that convert desert air into drinking water to those that are actually giant insect traps, not to mention a billboard that takes a wormy approach to illustrating the dangers of crack cocaine.

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However, a new British Airways billboard is really taking flight in the world of interactive advertising. The new “Look Up” campaign, designed by Ogilvy UK, includes digital billboards in London’s Piccadilly Circus and Chiswick that show a small boy pointing to real airplanes as they fly overhead. The billboards are equipped with customized surveillance technology and display text detailing the flight number and destination. Eventually, the billboards will even include the lowest fares currently available to that destination.

“This is a first, not just for British Airways but for U.K. advertising. We all know from conversations with friends and family that we wonder where the planes are going and dream of an amazing holiday or warm destination,” British Airways head of marketing Abigail Comber told The Drum. “The clever technology allows this advert to engage people there and then and answer that question for them.”

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Comber added: “We hope it will create a real ‘wow’ and people will be reminded how amazing flying is and how accessible the world can be.” Let’s just hope drivers and pedestrians don’t get too amazed. The last thing we need are more car accidents and distracted walkers. But the billboards are quite mesmerizing. Here’s a video of the one in Piccadilly Circus.

via Fast Company

Credit: British Airways