Anyone was able to take part in the making of this ad. Participants shouted “Digital Art Festival” into a megaphone. Then, images appeared on the screen of the Digital Ad Truck, as the letters that make up the festival name were transformed by the tone of the participant’s voice.A photographer captured the performance and the photo was printed out as flyers and posters, while the voice-modified text was displayed as a sign. Each shout created a unique ad for the Digital Art Festival using digital art in a tangible form.The participants were able to see the advertisements in real-time and be a part of the ad, first-hand.

The festival was attended by over 10,000 people. The Digital Art Truck was featured on the major TV channels, NHK and others, gaining much additional press, although the budget was only $30,000. Over 90% of the Digital Art Festival participants said they are willing to come again next year.