One of the things i like the most about the digital work coming from DoubleYou is how they integrate storytelling in their advertising campaigns. Eight or nine years ago they established themselves as one of the most brilliant interactive agencies in the world, only being regrettable the fact that the medium itself (in Spain) wasn't mature enough so i always had the feeling that DY was ahead of his time.
Years later, they are still doing great things but they've managed to export all their digital knowledge in a more strategic mood, trying, being a digital agency, not to limit themselves in a 17" screen. And because of that they created this clever trap done like if it was a physical banner ("it looks like this but then i roll over it and happens that") for Port Aventura (a huge theme park in the Northeast of Spain) and its Halloween campaign in 2007.
They built a wood stand and by the name of "Interactive Test for Cowboys" they simulated that it was another attraction in the park where the users could test their skills as a cowboy.