The UK’s largest airline, British Airways, has recently unveiled an interactive billboard in London’s Piccadilly Circus. The ad, which is part of BA’s new campaign called “Look Up,” sits atop 21 Coventry Street. Displayed on a curved digital screen, a short video features a child who slowly stands and walks, arms outstretched, following and pointing to a plane overhead. The plane, however, is not on the billboard, but flying through the sky above the billboard. The short scene finishes by identifying the British Airways flight that the child just pointed to. To accomplish this feat, BA has made use of custom-built surveillance technology. A significant step beyond typical animated out-of-home advertising, this British Airways campaign interacts with its environment to create a more captivating and engaging experience for the passerby. See a video of the billboard in action here.