Nikon took its cue from our celebrity-obsessed paparazzi culture to launch the brand’s D700 model in Korea. At a busy Seoul subway station, Nikon mounted a huge interactive, light-box billboard displaying life-like images of paparazzi. Huddled together as if at a premiere, the “paps” appear to be jostling and competing for the best celebrity snap. The celebrities in this case were the passersby, who automatically triggered a deluge of flashing camera lights as they walked past the billboard. The accidental superstars then followed the red carpet all the way out of the station and into a mall – directly into the store where they could purchase the new D700. Mission accomplished.