And I thought disruption was dead

Proof that disruption works if it's coupled with engagement: Catchyoo is an interactive OOH ad that displays the ads on floors, walls, or wherever. Unlike other projected ads, the visuals are crisp and the poosibilities for user interaction are endless.

These ads, are projected on the floor and equipped with sensors to allow interaction. It's nice to see how Apple took advantage of the medium and demonstrates product features in an innovative way.