Subway advertising is a risky proposition for the advertiser because you'll never know if someone will remix your ad into, say, Darth Vader chugging a beer. In Berlin's Friedrichstraße U-Bahn station, advertisers have eschewed print completely and have taken to projecting commercials on the subway's walls. The city's street artists have adapted accordingly:
A couple of months ago, ad-projectors appeared in a Berlin subway station, throwing moving images all over the station walls and lifting visual aggressiveness to a new level. Since the images were projected, we could get between projector and projection to fight this new quality of exaggerated advertisement with its own weapons. Minimalinvasive adbusting devices made of mirrors, magnets and quite some ducktape.
And when things get all Minority Report and advertisers begin reading our retinas, subway pranksters will surgically remove their own eyes and replace them with those of that elusive everyman, Seymour Butts.