IBM made possible National Geographic's photo sourcing project. It used to take months but can now be achieved in days. To show this case, on a web served superstitial, we created an 'on demand' ad, where the user takes a picture of the landscape presented on it, and signs it. The next person that sees the ad, sees the last photo shot and signed in real time. The user could also see his or her picture taken on the ibm.com, so the ad let the audience experience live that National Geographic is ON.