Gaz Metro: Heat
To promote infrared heating devices, Gaz Metro executed a surprising media creativity campaign.
On the Internet, the text surrounding the banner becomes red, replicating the effect of a Gaz Metro heating device. In an unusual addition; the original black text turns red when in contact with the mouse.
In the newspapers, the text above the banner appears red, giving the impression that the actual editorial is heating in contact with the ad. In a second execution, the text appears blurred like a wave of heat escaping from a heater.