Project Profile: An Elementary Take On Street-Level Interactive

November 29, 2012 by Dave Haynes

[highlight color=”eg. yellow, black”]Editor: I know, that’s not the video I am referencing. They sent me embedded video and then they took the video down. I smell cranky agency.[/highlight]

Here’s a large-format street window campaign for the CBS TV drama Elementary – a touchscreen trivia game. People walking by the display – in NYC as far as I can tell – were encouraged in early fall to stop and go through a set of questions – with show co-star Lucy Liu as the game host.

The program was put together by Inwindow Outdoor, which has a bunch of these sorts of projects in leased storefront windows in major markets.

One fascinating little thing. Watch the one guy at 00:56 use his sweater sleeve, or tie, or something, to touch the window. Touch may be ubiquitous and natural now, but that doesn’t mean there aren’t bags of people who are intimidated by the germs.