Britvic used a creative and interactive bus stop poster to advertise its newest addition to the J2O still soft drink line. The J2O 'Midnight Editions' are branded as "darker," adding to the usual fruit juice flavors with warming winter spices and chocolate flavors. In order to communicate the mood of these new products, the brand set up a billboard that really spooked people who were waiting for public transit.
The interactive billboard plays a game of 'What Time is it, Mr. Wolf?' with unwitting people. As in the traditional game, every time a person looks away, the wolf is able to inch closer. However, staring at the wolf on the sign keeps him firmly in place. After the wolf has done enough sneaking, the animated wolf makes an attempt to break through the glass screen on the advertisement, successfully shocking all people who dared to look and look away enough times.