The billboard is for Ponds and, obviously, extremely attractive. I imagine that if I had seen this ad while I was driving I probably would have caused some accidents for being so enthralled by its ingenuity. There is a man in the center of the billboard for Pete's sake! I seriously sat here, at my computer, for minutes thinking about how they could have pulled off such a feat. To achieve that kind of interaction with the brand, especially with a billboard that people normally pay so little attention to, is quite remarkable.
I'm sure that this particular billboard cost relatively a lot of money but, considering the end result, I think its well worth it.