If you turned on the news, your computer, or your phone in the last couple days, you probably saw images showing thousands of people gathered outside the Vatican, awaiting the announcement of a new Pope. But in actuality, their eyes were glued to a chimney pipe, a physical symbol of the news announcement.
Couldn’t the Vatican just send a spokesperson out on the balcony to share updates? Or send out a press release? Well, sure. But that wouldn’t quite capture the attention that such a symbolic gesture would. Along the same lines, consider the Krispy Kreme “HOT NOW” light. What could have been accomplished with a run-of-the-mill poster on the wall turned into an iconic image that even has its own app!