5. Novelty’s Penthouse
In 2008, Honda carved strategically placed grooves across a stretch of a Lancaster, California, highway. The grooves turned passing cars into musical instruments as their tires played the finale of the William Tell Overture as they drove over the grooves at 50 mph. This was an unexpected experience for unsuspecting drivers, and one that most found incredibly creative.
If novelty was an office building, unexpected would be the penthouse. If an idea sneaks up on the audience and presents an unforeseen solution, that solution has achieved nearly perfect novelty. The solution is so new that no one saw it coming. It still has ...
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