Exploiting the studies on proxemics, we demonstrated the existence of a physical distance within which you cannot feel indifferent towards other people, approximately 60 cm.J Walter Thompson, Rome called it, the Listerine Distance. Using an interactive billboard, we asked people to enter within this distance, living the "magic" experience of coming close to other people. The interactive billboard proves the campaign’s idea: only those who have the self-confidence to enter in the most intimate z...