incidentally...
It works in practice but does it work in theory?
Or is it the other way round?
Either way there's undeniably a few cute notions in this incidental media theme from Dentsu London labelled Making Future Magic.
At the end of the day their earnestness is admirable but I can't help but be slightly terrified of a near-future where every surface is a media channel to push messaging.
Just 'cos we can do something doesn't mean we should.
Basically I'm thinking this just equates to more noise and sometimes the best thing brands can do is just shut the f*ck up for a bit.
