The Indestructible Billboard.
EVOC a brand new backpack has hit the market designed to prevent spinal injuries by absorbing 80% of any impact to your back. To promote this, their agency Publicis, Deutschland produced a nice little experience to drive home their core product messages.
The Evoc Indestructible Billboard invited passers by in Berlin to wind up and physically give it their best shot. Every impact was instantly uploaded to their Facebook page, magnifying the reach of the campaign.
Result - a great example of a piece of activity turned around on minimal budget to achieve a large scale reach.