Vienna’s Museum of Applied Arts is called MAK. In Austrian dialect MAK can be read as LIKE. And yet most people don’t like the museum, which asked for a campaign changing their perception. An interactive display ad showed users that there is much more to like than imagined. Users could type search terms into the banner, which accessed the MAK’s database and selected contextually appropriate artworks in real time. The result: a disproportionately high interaction rate.