Here is how it worked:
The museum's top masterpieces were reproduced in giant frames and placed along the highway.
For each artwork, a special FM jammer powered by solar panels was installed. When drivers approached a billboard, the FM transmitter synchronized the car radios, triggering the Louvre Abu Dhabi museum audio guide.
Instantly, a story about the art piece would broadcast through their speakers.
Outdoor advertisement created by TBWA, United Arab Emirates for Louvre Abu Dhabi, within the category: Recreation, Leisure.