Gorillaz

The rationale. You could call the project radical, innovative, even postmodern. Gorillaz grew up with hip-hop, a genre shaped by the streets, so the idea goes back to the streets and mixes them with their music.

How it works. Point your phone at the billboard to unlock a filter that starts playing the album. Then the magic starts: point it at the buildings and the city around you, and Gorillaz lyrics and graffiti take over the block. Walls, buildings and roads each reveal exclusive graffiti and lyrics.