In Antwerp, Belgium, Designers Against AIDS recently used interactive billboards for passers-by to join in on a virtual pillow fight with Belgian supermodel Hennelore Knuts.

Travelers and commuters enjoyed groundbreaking entertainment as thy waited for their trains by partaking in a larger than life pillow fight. As people passed the massive projection screen, they would see themselves hit by Hennelore with a feather-filled pillow.

The interactive screen was part of a campaign by Belgian fashion label JBC and marked the launch of the Designers Against AIDS by JBC Fashion Collection. This Collection will raise funds for Designers Against AIDS. DAA is an international charity that uses pop culture and design to raise awareness for AIDS and to promote safe sex. 

ONE® Condoms appreciates creative marketing initiatives to combat HIV/AIDS. A portion of every ONE® Condoms purchase goes towards HIV/AIDS prevention efforts at home and abroad.

You can Check out the DAA campaign here.