Cafe Pele and advertising Lew'Lara placed a billboard, equipped with a motion sensor, in a subway station in the Brazilian metropolis of Sao Paulo. When people walk past or around waiting, they see one man or woman yawn at the monitors. Yawning is contagious, and soon turn the whole station to yawn. And then there are the Cafe Pele girls, who offer all travelers a cup of coffee. The project demonstrates how displays can be used to support an activation action between customers and employees.
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