The Moving Ad?

I wrote a post a week ago about moving image graffiti on the D train and just found an interesting Japanese launch campaign for a new Lancome mascara product that features a vibrating application.

Lancome came up with an in-train campaign using electronic paper and lenticular lens technology. The cosmetics brand took over an entire Tokyo Metro train running on busy lines, placing electronic hanging posters that show a moving image of the oscillating brush – the first time such paper has been used in a transit poster. This was supported by print elements in lifestyle titles showing the product under a lenticular lens to create the impression of movement.
Quoted from CMD

Not exactly what I was referring to (the graffiti was inside the subway tunnels), but an interesting way to get people's attention while demonstrating the product's benefits.