I saw this advertisement for a greentech festival on the Berlin subway.
It says, “Berliner! Go there before it turns mainstream.”.
This advertisement caught my eye because it uses the tension we feel between the excitement of being first, and the fear of missing out. People like being the first few ones to go somewhere (even with pointless Youtube comments!). But at the same time, we also only care about what other people care about – we don’t want to miss out on the “in” thing. We are always in the pursuit of the sweet spot between not enough people caring about something and too many people having been there already.
This ad also grapples with another tension. For any event advertised on a subway train is, by definition, already mainstream.