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In an effort to promote French telecom provider Orange, a campaign entitled ‘Go Europe’ fooled visitors with a fake Mona Lisa in Paris’s Louvre. Ad agency Publicis Conseil designed an electronic version of the Mona Lisa to replace the real one. The new painting was composed of a digital screen placed within a frame. Visitors were fooled into thinking that the fake was the real painting since it was indistinguishable from the real masterpiece.
The only difference between the fake painting and the real one was that the virtual painting would occasionally move. The painting would subtly wink, blink and smile at visitors. After thoroughly confusing its audience, the painting let visitors off the hook by transforming into an advertisement for Orange. The ad stated that “Trips abroad are full of surprises. But not your phone bill.”