I love to see alternative media work well, and this piece for the Science World by Rethink, Vancouver is no exception. Interesting, educational, and entertaining: 3 things that advertising rarely incorporates. Plus, it's effective: people see the fact at work; that scared faces invoke scared reactions. It's funny and clever, as is much of the work by Rethink. I love the guerilla tactics too. Of course, that's the only way to get a genuine scare. I just hope no one got too upset over it. To be honest, a photobooth is one of the last places I'd expect to see an ad. Well done Rethink!
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