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weinada
Very creative way to build awareness of your website, non-profit, etc.

Think of this at events like SXSW.

jlees
Pretty sure I've seen branded bottled water given out as a promotional tool at trade shows and other events. The jump here is to the whole of London, specifically people using a form of transport that's hot and stuffy during a time of year that's hot and stuffy. Genius. Would love to see some of the stats they gather on the ads - must be quite a challenge tracking eyeballs, etc...
ryne
Sends the message that you aren't very eco-friendly.