In order to show that science can be fun, Science World museum and Rethink Canada created a series of smart ambient ads showing various fun facts on the streets of Vancouver.

One of their most notable ads was the 6000$ worth of billboard, covered in 2 oz of pure gold and guarded by two round-the-clock guards. This actually served two purposes: besides inviting people to come and see the “Treasure!” exhibition, the billboard would also teach you, that “2 oz of gold are just enough to cover an entire billboard”.