The Mazda MX-5 RF is a real head turner as the new OOH campaign from JWT proves. The objective behind this campaign is to create an ingenious and engaging billboard as the vehicle itself. The agency opted for a high-traffic video wall in the centre of the financial district and went with a simple headline. It was supported by a counter which kept track of all heads that turned to look at the billboard. A combination of crowd detection and facial recognition technology indeed was a head turner.