Duracell fitted out bus shelters in Canada with heaters that could only be powered when commuters touched both positive and negative symbols, providing warmth on cold days. FP7, an agency in Dubai, avoided headhunter fees by mailing cellphones inside fake industry books personalized for each target, programmed to call the creative director; they hired four people and saved $80,000. Oscar Mayer created a plug-in that emits the smell of bacon as an alarm and a contest for 4,700 to win it, promoting with a video about their bacon.