The day before the Global Advertising Summit in Moscow that took place October 9-10 under the support of the Government of Moscow and the oldest advertising trade organization IAA, we talked to the two global managers of IAA — Faris Abouhamad, the World President, and Michael Lee, Managing director. Konstantin Mayor, the owner of the leading Russia’s media company MAER GROUP, that is one of the Summit’s media supporters, also joined our conversation.

We discussed the newest mission of advertising and popular industry misconceptions, talked about IAA’s expectations in Russia and global media trends, as well as the importance of professional marketing and advertising qualifications.

With the rise of technology and gamification trends in the modern consumer world, outdoor advertising is rapidly evolving from mere paper posters and billboards to multisensory pieces that are engaging, educational, entertaining and sustainable. This article offers a brief recap of some game-changing examples of how to harness the power of traditional on-the-wall ads by giving them a little tech and/or designer tweak. Below, there’s a list of wall and outdoor advertising, split into categories, depending on the approach applied.

Once again IKEA has demonstrated its unique talent to save space without compromising on the contents. The Swedish furniture retailer has installed a hilarious street ad in Germany that delivers three messages, revealed one by one, on the same canvases without any digital element. Named the “RGB billboard,” the ad proves that a truly smart approach can extend interiors with no tech included.

Toyota Africa took online interactivity to the offline world to promote Toyota RAV4. Since the vehicle is designed to appeal to people who spend most of their time away from computer screens, the car manufacturer wanted to reach the target audience through the media that would resonate with their active, offline lifestyle. The brand teamed up with DraftFCB Johannesburg and the digital agency Hellocomputer to build an outdoor bike trail that imitated a traditional website.

PepsiCo has launched a billboard campaign that features the human circulatory system imagery to highlight the positive impact of sodas on a human body. The red and blue colours of the veins and vessels make up the traditional colour scheme of the Pepsi brand, and this fact became the inspiration behind the “Iconic Refreshment” promotion, developed by BBDO Proximity Düsseldorf.

Philips has turned pub tables into iPods to support the brand’s new urban headphones campaign, “You Need to Hear This.” The ambient marketing project by Ogilvy & Mather London has been rolled out across bars in Eastern London, inviting consumers to enjoy specially selected music tracks from a uniquely designed table while sitting at it.