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This Museum Ad for a Chocolate Exhibition is Gradually Revealed

In order to promote Chocolate: The Exhibition at the Denver Museum of Nature & Science, a playful museum ad was set up.

This outdoor billboard ad began looking like a packaged chocolate bar that said: "It's been a long week. You deserve this." As time went on, the billboard was changed to a state that was halfway unwrapped and then finally, a chocolate-shaped billboard was revealed with more details on how the public could visit the special exhibition.

Rather than just existing as static pieces of outdoor marketing, many ambient billboards like this one are being created in a way that allows them to take on new forms with the passing of time or respond to the surrounding elements in a meaningful way.