People tend to think that science is boring. That’s because it is – apart from the science on Discovery Channel. The pop science on Discovery makes it fun. To reflect this, we came up with the world’s first live science experiment billboard campaign. On a solar-powered billboard, we used the power of the sun to heat some water in a boiler. This created enough energy to run a steam engine, which in turn inflated a balloon with the Discovery logo on it. When the balloon was inflated, the line ‘Now you know’ appeared. Did it work? Put it this way, all the local primary schools begged us for the billboards when we’d finished with them.
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