Braunwald, Switzerland, is a car-free mountain resort, as far removed as can be from the country’s polluted, crowded cities. People instinctively enjoy popping the bubbles on bubble wrap. Braunwald’s tourism bureau managed to combine these totally unrelated facts, posting bubble-wrap-covered billboards all over the big cities of Switzerland.

The bubbles were ostensibly filled with crisp Braunwald mountain air, and the ads were situated where clean air was most desperately needed - along the walls of bus stops, at major pedestrian-traffic intersections, along the sidewalks paralleling busy autoroutes. Needless to say, people couldn’t resist popping the bubbles, and regardless of whether or not there was any real mountain air inside them, Braunwald got a lot of exposure.

[via Ads of the World]