When asked to develop brand activation ideas to raise awareness and generate buzz for GE’s stainless steel refrigerators at localized key retailer events, inspiration struck while riding the elevator—suddenly the elevator looked very similar to the GE side by side refrigerators. Knowing the trade show would be held at the Hilton, it was clear this execution would fit perfectly in the hotel’s elevators.

By adding just a few stickers, the elevators magically morphed into refrigerators creating such a seamless optical illusion that several people did double and triple takes. The Dallas Anatole Hilton was sold out during the installation filling 1,606 rooms. As a result, at minimum, the elevator installation was viewed over 15,000 times over the course of three days.