Free ad space doesn’t exist, right? Whatever it might be — a billboard, a :30 spot, a banner ad — it’s going to cost you. Advertisers spend millions every year to reach wide audiences, often with no measurable returns. Consumers are becoming increasingly immune to the effects of advertising, challenging marketers to create advertising ideas that break this shell.

This is why I love keeping up with experiential art. It’s a close cousin to guerrilla marketing, and if advertisers look hard enough, they’ll find a wealth of inspiration from this medium. Guerilla marketing isn’t about slick ads — just experiences that leave a lasting impression on the audience, and keeps them telling the story long after the “ad” is over. Here’s an incredible idea that could easily be morphed into a simple marketing campaign:

It’s the work of Improv Everywhere, a NY-based outfit that “causes scenes of chaos and joy in public places.”