Posted on Copyranter this morning, this purports to be a guerilla move by DDB Auckland to get more impressions (ha ha tee hee) for NZ fashion boutique Superette:
"We put indented plates on bus stop, mall, and park benches, so that when people sat down, the message was imprinted on their thighs. This meant that as well as having branded seats, a veritable army of free media was created, with thousands of imprints being created and lasting up to an hour."
As Copyranter noted, probably none of the un-staged impressions was particularly legible. But of course that's not the point anymore. Guerilla and ambient work these days is designed to appeal to a global internet audience (and awards show judges) rather than to function in the meatworld.
But points for finding a new way to impose sexy advertising on women.