Science World museum in collaboration with Rethink Canada created a series of brilliant ambient and billboard ads dedicated to promoting science in Vancouver.

One of the most eye-catching ones was probably the 6000$ worth of billboard covered in pure gold with the words “2 oz. of gold can cover a billboard”. Two ounces may not sound like a lot, but just in case, Science World hired two guards to look after it day and night. That’s just one example of the clever science promotion campaign. The ambient ads included smartly placed factoids, giving out funny, interesting or sometimes even gross information right on the streets.

The whole campaign shows that science is as cool as you present it. So if your kid just won’t stop yawning during a science class, maybe it’s not entirely his problem..?