Although digital billboards may be nothing new; a marketing campaign by Ford is taking them to a whole new level. Created by Kinetic Worldwide, the automaker has created a ‘sensorial’ experience that blows air and smoke while emitting the sound of an engine as a person makes their way past the advertisement.

Installed at an airport in India, the billboard features a red carpet which is connected to a large screen via an Arduino. Whenever a traveler approaches the carpet, it triggers the wind, the noise of a revving Mustang engine, and for some of the ads, artificial smoke.

Sommnath Sengupta, creative director at Kinetic India, tells The Drum that more immersive experiences can lead to greater ROI:

First and business class travelers come with a mindset of luxuriating in a personalized experience. Our creative concept is a sensorial statement of power that speaks directly to and resonates with this audience. By contextualising the experience of driving a Mustang through dynamic content and technology, Ford has already seen an increase in potential buyers requesting test drives.

See it in action below!

A video posted by Kinetic (@kineticworldwide) on Aug 18, 2016 at 12:57pm PDT

Look, we understand the need to find a project to occupy your time and interest. So we’re not going to ask the wrong question (why?) for this one. This guy hates the creme that connects the chocolate cookies to make an Oreo. So he built a complicated system to separate the cookies and remove the creme. Check out the video after the break for a hardware overview (where we catch a glimpse of an Arduino RBBB) and a complete demonstration.

Although the project is a marketing gimmick for the company, we really love the fun they had making the video and the device actually works! Drop a cookie in the chute and it will be lifted into position for cleaving with a hatchet (we’re unsure what the string mechanism on the hatchet is for). The two pieces are then grabbed by some servo-powered grippers and transferred to a CNC router bed where a Dremel tool removes the residual creme before dumping the cookies out into your hand.

Once again, marketers should take note of this style of advertising. Notice the two main features achieved here: including a product in something we’re genuinely interested in and not being annoying (we’re looking at you Head-On).

[via Reddit]